The Network Structure Analysis Of Garment Regional Brands And The Empirical Study Based On Industry Clusters

With the economic globalization and the diverse needs of the consumer, the garment industry is in the stage that urgently needs to upgrade,in order to improve industrial competitiveness to face the market challenges.Recently, the focus of the development of the garment industry has transformed the competition of quality into the competition of brands, the brand have changed the developed pattern of our country gradually.The regional brand construction represents the overall image of the regional garment industries. It is beneficial to the rational allocation of the resources and the cooperation and innovation between industries. Therefore, it has a very important significance to the development of garment industrial clusters.Enhancing the image of the regional brand of garment and exerting the effect of the public brand can strengthen the customer's loyalty and obtain the reputation of local garment industries and the brand awareness, therefore expanding the market share of the regional garment brands, enhancing the competitiveness in the regional garment industries, then promoting sustainable and healthy development of garment industry.Starting from the perspective of industry clusters, this article mainly comprehensively studies the building of the regional brand of the garment industry which focuses on the elements of the network structure, and makes some empirical analysis on the development of women apparel in Hangzhou. The mainly working content of the article profiles for the following three parts.(1)The relevant literature and theory. This article gives a summary of the international research on industry clusters, and organizes the existing studies that related to the clothing industry clusters; There are four competitive advantage models to introduce the network structure model of regional brands in the article; Meanwhile, analyse the relations between brand and the regional brand, the relations between the regional brand and industry clusters. (2)The analysis of the network structure model of regional brands of garment. First, analysis the competitive and cooperative relations of garment enterprises in regional brands with the enterprises in the chain, vertically,and the complementary & competitive enterprises ,horizontally. Secondly, elaborate the supporting and serving roles of government,industry association and other intermediary, university,education and scientific research institution play in building garment regional brands.Thirdly,analysis the management strategys in garment regional brands from four aspects of the culture,positioning,marketing and maintenance.(3)The empirical study of Women's Garment Industry in Hangzhou. Review the characteristics and the regional brands of Hangzhou Women's Garment Industry, through industry researches, introduce the quantitative models GEM competitive advantage, evaluate the competitiveness of Hangzhou women's garment from 22 indicators of six factors, and find the advantages and disadvantages of competition, and take a brief analysis.Through the study of the regional brands of garment under the clothing industry cluster makes it more clearly to understand the competitive relations between the related main bodies in garment industry, and understand how the service support system and management strategy play a role in it. Meanwhile, through the empirical study of Women's Garment Industry in Hangzhou, it is conducive for Hangzhou women's industries to find the advantages and disadvantages of themselves, and it can provide some guidance and reference value for the development of Hangzhou women's industries. It can add new meaning to the brand marketing theory and provide constructive comments for the garment industry to upgrade and sustainable develop.