ABSTRACT
Both developed and developing countries, SMEs enjoy the absolute advantage in vew of the total number of enterprise. Thus, Now the attention paid to SMEs become a hot spot. Similarly, in China's domestic apparel industry, SMEs account for more than 80% and this proportion is even more substantial in Zhejiang. There are more than 800 small and small medium-sized garment enterprises In Hangzhou. Some of them are engaged in foreign trade, some are engaged in OEM, also others are engaged in the domestic market. Now they are all facing the same problem, namely the absence of independent brands, the shortage of market competitiveness and the lack of core competence caused by the backwardness of brand development, which is a serious challenge to the most of small and medium-sized garment enterprises.
The brand is the Symbol of the enterprise culture, which plays an irreplaceable role in the market competition. The implementation of brand strategy and shaping the Brand image is not only related to the popularity ,reputation and influence of the corporation and product, but also the best way to enhancing the core competence and solving difficult problem for small medium-sized garment enterprises in Hangzhou .
Keyword: Competitive Status Medium and small garment enterprises
Brand Strategy SWOT Analysis
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