袁勇

摘要： 纺织服装是宁波市传统优势行业，是宁波国民经济重要支撐。文章在梳理宁波纺织服装产业发展历程基础上，结合宁波纺织服装产业发展运行进行SWOT分析，认为目前宁波纺织服装行业主要存在经营成本上升、企业利润下滑，产业集群不完善、中小企业成长困难，以及专业人才缺乏、企业发展后劲不足等劣势。针对宁波纺织服装企业数量递减、销售增速放缓，海外市场形势严峻、出口压力加大，以及内销持续增长、增速回落等挑战，提出了强化人才队伍建设，优化创新人才结构;培育新零售营销模式，打造新业态品牌;以及参与国际产能合作，推进产业数智化转型等策略。

关键词： 宁波纺织服装;发展历程;发展现状;发展策略;零售营销;品牌;产业转型

中图分类号： TS941.1

文献标志码： A

Abstract： The textile and garment industry is a traditional advantaged industry in Ningbo and an important support for Ningbos local economy. By teasing out the development process of Ningbo textile and garment industry， this paper makes a SWOT analysis of the development and operation of Ningbo textile and garment industry， believing that at present， Ningbo textile and garment industry is mainly faced with such disadvantages as rising operating cost， reduced corporate profits， imperfect industrial cluster， difficult growth of small and medium-sized enterprises， lack of professional talents， insufficient momentum for corporate development， etc. In view of the decreasing number of textile and garment enterprises in Ningbo， the sales growth slows down; the situation of overseas market is grim， and there exist such challenges as rising export pressure， sustained growth of domestic sales and the decline of growth rate. The author proposes to strengthen the construction of talent team， optimize the structure of innovative talents， cultivate a new retail marketing mode and create brands with new business forms， participate in international production capacity cooperation， and faciliate the digital and intelligent transformation of the industry， etc.

Key words： Ningbo textile and garment industry; development process; status quo; development strategy; retail marketing; brand; industrial transformation

纺织服装产业是宁波市传统优势产业。据宁波市统计局统计，2019年宁波市规模以上纺织服装企业有812家，累计实现工业总产值达1 201.11亿元，在浙江省乃至全国纺织服装产业中占据举足轻重的位置。然而在目前新商业模式与市场环境下，宁波纺织服装产业面临新的问题与挑战。本文在梳理宁波纺织服装产业发展历史、运行状况、亮点与痛点的基础上，通过SWOT分析，研究影响和制约宁波纺织服装产业发展现状与趋势的主客观因素，并提出建议与策略，为推动宁波纺织服装产业的发展提供理论支持。

1 宁波纺织服装产业发展历程

宁波市纺织服装产业有着深厚的历史积淀。……