摘要：服装产业被人称为“日不落”产业，也是虎门支柱产业。但虎门服装产业在发展过程中也遇到不少困难和制约因素，如产业聚集扎堆，企业制造能力强但创新能力弱，品牌众多而名牌缺少，国内销售多而国外销售少，等等。加之又遭遇美元贬值、次贷危机、人民币升值、国际反倾销、绿色贸易壁垒、生产成本上涨、招工困难等一系列因素影响，虎门服装业面临着困境。因此，在新形势下重新审视虎门服装业出口竞争力就显得非常必要。本文首先阐述了虎门服装产业发展现状及面临的主要问题，然后运用国际知名品牌服装的成功来剖析虎门服装业的竞争力。最后，提出提升虎门服装业竞争力的对策。
关键词：国际知名品牌，剖析，虎门服装业，出口竞争力
Abstract：The garment industry has been called the "sun" industry, also has been the Humen pillar industries. Humen garment industry also encountered many difficulties and constraints factors in the process of development, such as industry assembling get together, enterprise manufacturing capability is strong, but the innovation ability is weak, many brands but lack of famous brands, domestic sales more and foreign sales less. Also affected by the dollar depreciation, the subprime mortgage crisis, RMB appreciation, international anti-dumping, green trade barriers, rising production costs, recruitment difficulties and a series of factors, Humen garment industry is facing difficulties. Thus, it is necessary for Humen to re-examine the export competitiveness under the new situation. This paper will start with expounding the current situation of Humen garment export and analyzes the existing problems, and then use the success of the international famous brand of clothing to analyze the competitiveness of the Humen garment industry. Finally, to enhance the Humen’s garment industry competitiveness measures.
Key Words: international famous brand, analyze, Humen garment industry，the export competitiveness
服装业是虎门的支柱产业，其经济地位不言而喻。但是，受技术水平不高、全球性金融危机、劳动力成本上升、原材料价格上涨等一系列内外部因素的影响，目前大多数的品牌服装企业还没有找准自己的位置，没有找到真正适合自己发展的道路，以致虎门服装业的出口竞争力明显出现了下降的趋势，出口形势严峻。因此，虎门政府应不断完善基础设施建设；加强服装人才的培养；给予资金支持服装品牌的发展；而企业也应提升自身的创新能力，调整产品结构，提升产品附加值和档次；留住与引进人才，建设自己的品牌；加快步伐，紧随“低碳经济”提高产品质量，实施品牌战略；加强服装营销网络的建设，开拓内需市场，同时寻找新的目标市场，让自己的品牌“走出去”。只有这样，虎门服装业才能重创辉煌，出口竞争力得到进一步提高。这样，虎门服装才能赶上真正意义上的国际服装名城。
