Author(s)

Gegen Tana

Corresponding Author

Gegen Tana

ABSTRACT

The minority costume industry is one of the traditionally predominant industries in Inner Mongolia. This industry is however affected by the contradiction between supply and demand, the lack of professional talents, the cost of factors and the pressure of environmental protection, all of which have become the bottleneck of its transformation and development. This paper studies the development characteristics and status quo of the minority costume industry of Inner Mongolia. Based on this, we propose four adjustment principles: industrial support, sustainable development, demand orientation, and protection &inheritance. From the perspective of increasing industrial added value, implementing environmental strategies and improving marketing mix, we employ the value chain analysis and other approaches to propose a suite of measures on strategic adjustment with certain reference value.

KEYWORDS

minority costume industry; value chain; strategy