The Policy Study Of Chinese Clothing Brand Development

In the background of today's global ecnomic integration, the brand economy has gradually become the mainstream economy. As an important component of the national economy, some ethical brands have become a core competitiveness of nations. Premier wen jiabao pointed out:"Brand is very important to a country's competence.In the future the number of international well-known brands is an indicator for a country's competitiveness." 30 years of reform and opening up, China's textile and garment enterprises had from nothing to the number of processes, some companies also create a number of successful brands. However, in general, China in the international market is only a garment manufacturing country, and in international competition, China is still at a catching and subordination position. As a nation, if China just stay at "the clothes factory" or "the clothing consumption place", not ride in the world to create a national clothing brand, the rejuvenation of China will only be a good wishes. Only the rise of national clothing brand is the core symbol of our national clothing economy revitalization. With the change in the pattern of economic growth, development of market economy, increase of people's living standards, consumers' preferences, and companies'efforts for famous brand, the government is more conscious of protecting the national brand.The point to the development of national clothing brand is to realize the significance of it. It is necessary to have accurate grasp of the major issues on national clothing brand-building, humbly learn from the successful experience of foreign countries, and develop a correct strategy of the development of China's national clothing brand. This paper, based on the relative theory and the successful experience of developed countries about national clothing brand, give a thorough research about the policies of national clothing brand development in China. First of all, it explains the national clothing brand's concept, location and value. It discusses the government's intervention on the development of national clothing brand in two aspects which are the necessity to create a national clothing brand and the importance of government. Secondly, reviewing the history of the development of China's national clothing brand. With the history experence, analyses our country's national clothing brand of different periods in rational. Combined with the current international economic situation, this paper analysis China's current development status clothing brand from six aspects, including brand positioning bias, lack of brand strategy study, lack of relevant talent, brand culture is relatively shallow, lack of brand innovation cluster, imperfect legal system. Then, with the successfu experience of national clothing brand learnt from developed countries. This part sums up individual developed countries' experiences, based on China's condition,gets the inspiration. And then, finally, it locates the government's roles in the development of national brands and gives some suggestions about improving policies of the development of China's national clothing brand. These suggestiongs include to brand management into national economic management, increase promotion policy, change brands to support the direction, create a clothing brand focused on the public to promote clothing brand culture policy, promising fashion designers to adopt policies to support, increase its garment-related industry input to accelerate and improve trademarks, intellectual property and other ralated legal system building policy recommendations.Since this paper is only a research about the government influence on the development of national clothing brand, to promote China's garment industry sustained, stable and rapid development, to achieve our national garment industry prosperity, the government must do something in term of policy to improve the Chinese national clothing brand strategy, to promote the internationalization of national quality brand, and strive to cultivate a group of international clothing brands which are able to lead the international clothing market.