Research on the Sustainable Development Path of China Chic Brands Based on Grounded Theory
China Chic brands have become an important symbol of measuring international influence and strength of Chinese brands.Based on the research method of grounded theory,this study constructs the theoretical model of sustainable development path of China Chic brands.The results show that China Chic brands have enabled the development of economy,society,environment and culture through brand potential cognition,times characteristics,development driving force,market competitive advantage and interaction among stakeholders.It concludes that brand culture construction,market activation,cultural confidence review,innovative product design and service,cultural exchanges are ways to promote the sustainable development of Chinese brands.
China Chic brandssustainable developmentGrounded theory
NETL
NSTL
万方数据
