WENGER箱包在中国市场的营销策略研究

发布时间：2018-06-17 05:27

本文选题：旅行箱包 + 中国市场　；参考：《苏州大学》2013年硕士论文

【摘要】：箱包作为旅行中携带和整理物品的必备工具,如今已成为人们社会生活中不可或缺和展示形象与地位的物品之一。我国是全球最大的箱包生产国和出口国，国内市场增长势头强劲，年增长率达到20%，高居全球之首，前景广阔。近年来，国内市场上出现了很多国际品牌，他们早已瞄准中国市场，不断地寻找合适机会进入中国市场。瑞士军刀WENGER也是这些国际品牌之一，试图凭借品牌优势进军中国箱包市场。但中国箱包市场竞争已经十分激烈。国际品牌要中国市场站稳脚跟，就必须尽快取得一定的市场份额，，否则很快就会被国际品牌洪流所淹没。因此，WENGER箱包要根据中国市场情况、品牌特色和经营状况制定出符合在华营销策略，这关系到WENGER箱包在中国市场的命运与发展。本文在对品牌营销、市场营销组合等理论综述和前人对国际在华消费品营销经验总结的基础上研究WENGER箱包在中国市场的营销策略问题。首先介绍了WENGER箱包的背景和在中国市场发展的基本概况，从中国箱包市场的宏微观营销环境入手，分析了WENGER箱包在进入中国市场后如何选择目标市场，品牌定位的过程。接着分析了WENGER箱包在华的主要营销策略，再通过对比分析WENGER箱包实际经营状态，找出WENGER箱包营销策略中存在的问题与不足。本文就着重从WENGER箱包品牌管理、渠道建设、价格策略及品牌推广等方面进行了探讨，提出了针对性改进建议和对策。最后总结全文，展望不足之处，并提出进一步研究思路。
[Abstract]:As a necessary tool to carry and arrange items in travel, luggage has become one of the indispensable items in people's social life and display their image and status. China is the largest producer and exporter of luggage and luggage in the world, and its domestic market has strong growth momentum, with an annual growth rate of 20%, which ranks first in the world and has a bright future. In recent years, there have been many international brands in the domestic market, they have been targeting the Chinese market, constantly looking for suitable opportunities to enter the Chinese market. Swiss army knife Weinger is also one of these international brands, trying to use the brand advantage into the Chinese luggage market. But the competition in China's luggage market is already fierce. If the international brand wants to stand firm in the Chinese market, it must get a certain market share as soon as possible, otherwise it will soon be flooded by the international brand flood. Therefore, according to the situation of Chinese market, brand characteristics and management condition, the case and bag of WENGER should be in line with the marketing strategy in China, which is related to the fate and development of the case and bag in China. This paper studies the marketing strategy of WENGER case and bag in China on the basis of summarizing the theories of brand marketing and marketing combination, and summarizing the previous experience of international consumer goods marketing in China. Firstly, this paper introduces the background of WENGER luggage and the basic situation of its development in Chinese market. Starting with the macro and micro marketing environment of China's luggage market, it analyzes the process of how to select the target market and brand positioning after entering the Chinese market. Then it analyzes the main marketing strategies of WENGER luggage in China, and then finds out the problems and shortcomings in the marketing strategy of WENGER luggage by comparing and analyzing the actual operating state of the case and bag of WENGER. This paper probes into the brand management, channel construction, price strategy and brand promotion of WENGER cases and bags, and puts forward some suggestions and countermeasures for improvement. Finally, it summarizes the full text, looks forward to the shortcomings, and puts forward further research ideas.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.8;F274

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