基于“建设时尚之都”视角的温州民营轻工企业品牌竞争力研究

摘要

在“新常态”经济环境下，温州市委市政府提出“建设时尚之都”。基于这个视角，从温州民营轻工生产企业入手，着重探析此类时尚案例。从企业品牌入手，展开深入分析，剖析温州民营轻工企业品牌竞争提升过程中存在的弊端，并提出温州民意轻工企业品牌竞争力提升策略，同时也为其他企业发展提供借鉴。%In the"new normal"economic environment, Wenzhou municipal government put forward“Construction of Fashion capital”. Base on this perspective, the article focuses on the analysis of such fashion cases of private light industrial production enter-prises in Wenzhou, expands in-depth analysis of existing disadvantages in the promoting process of brand competition in private light industrial production enterprises, and puts forward its promoting strategy which is also a reference for the development of other enter-prises.