摘要

经历30多年的发展，民营服装企业比例占到国内服装企业90％以上，是我国服装业的主力军。由于人民币升值和欧美经济衰退等原因，消费品出口受困。为应对多变、复杂的国际经济形势，中国服装行业尤其是民营服装企业必须进行战略调整。

虽然我国是世界最大的服装生产和出口国，但我国并不是服装强国，尤其是服装品牌方面落后，行业缺乏核心竞争力。因此当前加强民营企业的核心竞争力的培养对我国民营服装企业的发展具有重要意义，而且也文化建设是一个重要的手段。

恩问采用企业文化基本理论，针对我国民营服装企业品牌建设中凸现的问题，进行分析探讨，并结合××具体品牌的案例研究，探讨我国民营企业品牌建设的具体方法和措施。

关键词：民营服装企业;品牌建设;企业文化;核心竞争力

Chinese Privately operated Clothing Enterprise brand construction cultural ponder

abstract

Experienced 30 years of development, the proportion of private clothing enterprises accounted for 90% of the domestic garment enterprises above is the main force of China's garment industry. Due to the appreciation of the renminbi and the economic recession in Europe and the United States and other reasons, exports of consumer goods stranded. To cope with the changing and complicated international economic situation, China's garment industry in particular, private enterprises must carry out the strategy clothing adjustment.

Although China is the world's largest garment producer and exporter, but China is not strong clothing, especially clothing brands to lag behind, the lack of core competitiveness. Therefore, strengthening private enterprise core competitiveness of China's culture of non-apparel business is important to the development, but also culture is an important means.

TU asked to adopt the basic theory of corporate culture, for our private brand clothing enterprises in the building to highlight the problem, analysis, combined with × × specific brand of case studies to explore China's private enterprises to the specific brand-building initiatives and measures.

Key words: private corporate clothing; brand-building; corporate culture; core competence