落后的营销观念,是企业衰败的根源。为什么中国至今尚未出现一个能够统领行业的国际知名服装品牌?尽管我国服装产业看似规模庞大,但实则内在还存有诸多问题,尤其在营销观念方面,与发达国家相比还有许多不够成熟的地方。一方面,国内大多数服企的营销观念还处于“以产品为导向”阶段,而国外的服企早已是“以市场、顾客为导向”的营销 The concept of backward marketing, is the root cause of business decline. Why China has yet to emerge an internationally renowned clothing brand that can dominate the industry? Although China’s garment industry appears to be large-scale, there are still many problems inherent in the apparel industry. In particular, there are still many problems in marketing concepts that are not mature enough in comparison with the developed countries local. On the one hand, the marketing concept of most service enterprises in China is still in the stage of “product-oriented”, while the overseas service enterprises have long been “market-oriented and customer-oriented” marketing