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在现代品牌经济环境下,服装产业集群品牌化的发展成为必然趋势.本文在综合集群品牌的概念、内涵及影响因素的基础上,站在企业能动性的角度,探讨产业集群品牌发展的影响因素,结合市场调研,构造了由2个层次组成的集群品牌影响因素的评价指标体系,并运用模糊数学方法确定各层指标影响因素的权重分布,使服装集群品牌影响因素的评价指标体系更加客观.总结了企业创新因素已成为集群品牌发展最重要的方面,其次为企业网络因素、企业品牌因素、企业产品因素和企业形象因素.
Under the condition of modern brand economy, the development of apparel industry cluster brand has become an inevitable trend.Based on the concept, connotation and influencing factors of the integrated cluster brand, this paper discusses the influencing factors of brand development of industry cluster from the perspective of enterprise initiative, Combined with the market research, this paper constructs the evaluation index system of the influencing factors of the cluster brand, which is composed of two levels. The fuzzy mathematics method is used to determine the weight distribution of the influencing factors of each layer index, so that the evaluation index system of the brand influence factors of the garment cluster is more objective. The factor of enterprise innovation has become the most important aspect of cluster brand development, followed by enterprise network factors, corporate brand factors, enterprise product factors and corporate image factors.