中文摘要：

服装企业作为我国的传统行业,已经从价格竞争、质量竞争、规模竞争发展到如今的品牌竞争。企业逐渐意识到拥有市场的重要手段就是拥有占统治地位的品牌,面对如此形势,创立高品位高附加值的服装品牌已成为中国服装产业刻不容缓的发展方向。本文通过对品牌竞争力相关理论的分析,阐述了鸭鸭羽绒服的产品的发展现状,分析了制约鸭鸭羽绒服品牌竞争力的提升要素,揭示了自主创新品牌的建设的重要性,从中探究各个要素的相互作用,初步构建提升鸭鸭羽绒服品牌竞争力的市场占有模型。

英文摘要：

Garment enterprises in China＇s traditional industries have grown from price competition,quality competition and scale competition to today＇s brand competition.Enterprises gradually realize that it is an important means to acquire the market to have a dominant brand.Faced such situation,it is urgent for China＇s garment industry to create high value-added and high-level clothing brand.The paper aims to analyze the competitiveness of the brand,applying it to the problems of Ya Ya Down garment and putting forward relevant solutions.The paper combines relevant theories in brand competitiveness and the status quo of Ya Ya,and analyzes the constraints in promoting its competitiveness.The paper reveals the importance of independent innovation and brand building,and by exploring the interrelationships among above elements,initially builds a model for promoting the competitiveness in market share.