Study On The Strategy Of Brand And The Development Of Jiangxi Textile Industry

In the times of market economy, brand has become the important tool for enterprises to capture the markets. Brand is not only the mark and name of the goods, but also the important incorporeal property, which can add value to the products and is one of the non-price means by which enterprises seize and capture the markets. Enterprises, therefore, must attach great importance to the brand strategy in the high degree of strategy, if they want to survive the competition worldwide.This paper, at first, comprehensively analyses the international and domestic environments for the development of Jiangxi textile industry, and sums up the advantage and disadvantage of the development of Jiangxi textile industry. It points out that the bottle-neck which restrains the development of Jiangxi textile and garment industry is the low content of science and technology, low ability of independent innovation, and lack of independent brand and intellectual property. And then, it sets forth the urgency, importance and necessity of carrying out the brand strategy in Jiangxi textile industry.This paper, then, analyses the present situation of carrying out the brand strategy in Jiangxi textile industry, finds out the basic reason of lack of brand strategy in Jiangxi textile industry. According to the present situation of development in Jiangxi textile industry, it brings forward the macroscopic and specific measures for carrying out the brand strategy in Jiangxi textile industry.At last, taking "Ya Ya" as an example, this paper analyses deeply the cases of carrying out brand strategy, further points out that carrying out the brand strategy is the vital method in which Jiangxi textile industry survives, develops and expands, that carrying brand strategy is the inevitable choice for Jiangxi textile industry to develop to the present stage, that it is only by carrying brand strategy can Jiangxi industry find a way out of difficult position and develop rapidly.