国际二三线服装品牌进驻中国市场的适应性分析

发布时间：2018-03-17 07:05

本文选题：国际二三线服装品牌　切入点：渠道建设　出处：《大连工业大学》2013年硕士论文　论文类型：学位论文

【摘要】：国际品牌进驻中国市场在模式上呈多元化状态，即既有直营，又兼有代理、合资等，档次上呈细分化状态，在现在中国的高端商场，基本上是国外品牌的天下，而在许多中高档商场，也不难发现国外品牌的身影。目前在中国市场上大约有60多个世界高端时装品牌和500多个世界知名时装品牌。这里面，既有我们耳熟能详的国际顶级奢侈品牌如Louis Vuitton、Dior、Versace、 Hermes等，也有许多二三线服装品牌如LAGA、JOTA+GE、European Culture、Gattinoni、Byblos等通过代理或合资的渠道进驻中国市场。我们不难得出一个结论：全球化的经济协作、西服东渐已经逐渐成为了一种发展趋势，中国已经进入了品牌消费的时代。盖特国际股份有限公司施盈吉先生认为,品牌代理商与品牌持有人是利益共同体，近年来，许多国际二三线服装品牌由于没有像奢侈品那样雄厚的资金支持，可以以直营的方式进入中国市场，另辟蹊径，选择了品牌代理、企业合资、托管等方式进入到中国市场，一般代理商需向品牌商支付5%左右的品牌使用费。根据2011年在大连IBAC（INTERNATIONAL BRANDAGENCY CENTER，简称IBAC）国际品牌代理中心与中国（大连）国际服装纺织品博览会的工作经历，对IBAC参加2011年中国（大连）国际服装纺织品博览会的四十多个国际二三线服装品牌从前期准备到品牌的引进、推广、营销以及品牌发展至今的现状进行了为期两年的跟踪和记录，并对国际二三线服装品牌在进驻中国市场后出现的实际问题进行了归纳和分析，为此次论文的撰写提供了现实依据。该选题以国际二三线服装品牌进驻中国市场的营销渠道为研究路径，经过分析、调研、实证，将其进驻中国市场的适应性为研究目的，具有一定的现实意义。首先，国际服装品牌进驻中国市场是一个大的趋势，通过研究国际二三线服装品牌，的经营管理理念、先进的科研能力和创新能力等，可以帮助我国服装企业者意识到我国本土服装品牌与世界服装品牌之间的差距，弥补我国服装企业发展中存在的缺陷，如品牌竞争力的缺乏、科学品牌经营理念的缺失、品牌运营管理混乱、产品附加值低等等，并且国际二三线服装品牌进驻中国市场，有利于加速我国服装市场的有序竞争，提升我国本土服装品牌与国际服装品牌相抗衡的能力，促进我国服装企业整体竞争力的提高。其次，，对当前国际二三线品牌进驻中国市场时营销路径的调研和分析，并对其进驻中国市场的渠道建设和经营营销策略的分析和研究，找出适合国际二三线品牌在中国市场条件下发展的适应性，促进国际二三线服装品牌在中国市场的发展壮大和品牌生命力的延伸等。通过文献研究、市场调研、实地考察、归纳总结等方法，对文章涉及到的概念、问题、结论，进行调研、分析和记录，并通过自己的再创造，归纳总结出适应国际二三线服装品牌在中国发展的适应性，从而建立论文研究的主体脉络。
[Abstract]:International brands in Chinese market are more diversified in the model, which can be direct, both agents, joint venture, grade a fine state of differentiation, now in China high-end shopping malls, is basically dominated by foreign brands, and in many high-end shopping malls, it is not difficult to find foreign brands. Some more than 60 of the world's high-end fashion brands and more than 500 world famous fashion brands in Chinese currently on the market. It is us for having heard it many times of the international top luxury brands such as Louis, Vuitton, Dior, Versace, Hermes and so on, there are many two or three lines of clothing brands such as LAGA, JOTA+GE, European, Culture, Gattinoni, Byblos in Chinese the market by proxy or joint venture channels. We can draw a conclusion: the globalization of economic cooperation, suit East has gradually become a trend, Chinese has entered the brand consumption Generation. Gatwick international Limited by Share Ltd Mr. Shi Yingji, brand agents and brand holders is a community of interests, in recent years, many international clothing brands like two or three lines because there is no luxury as strong financial support, can enter the Chinese market, to direct the way another way, choose the brand agency, joint ventures, and other ways to enter the market to Chinese hosting generally, agents need to pay about 5% of the brand to the brand use fee. According to the 2011 IBAC in Dalian (INTERNATIONAL BRANDAGENCY CENTER, referred to as IBAC) international brand agency center and Chinese (Dalian) International Garment & Textile Fair work experience, to participate in the 2011 IBAC Chinese (Dalian) the introduction of International Garment & Textile Fair more than 40 international two or three line of clothing brand from the preparation to the brand promotion, brand marketing status quo and development since the Two years of tracking and recording, and the actual problems of the international two or three line clothing brands after entering the Chinese market are summarized and analyzed, which provides a realistic basis for the writing of this paper.
This topic takes the international two or three line marketing channel of clothing brand entering the Chinese market as the research path. After analysis, investigation and demonstration, the adaptability of its entry into the Chinese market is the purpose of research, which has certain practical significance.
First of all, international clothing brands stationed in Chinese market is a big trend, through the study of international two or three line clothing brand, management philosophy, advanced scientific research ability and innovation ability, can help China's garment enterprises are aware of China's domestic clothing brand clothing brand and the gap between the world, make up the defects of development clothing enterprises in China, such as lack of brand competitiveness, lack of scientific concept of brand management, brand management confusion, low value-added products, and international clothing brands stationed in China two or three line market, accelerate the orderly competition of China's clothing market, enhance the ability of domestic clothing brands and international clothing brand. To compete, to promote the overall competitiveness of China's clothing enterprises improve.
Secondly, on the research and analysis of the current international marketing path of two or three line brands stationed in Chinese market, and its analysis and research in China market channel construction and management of the marketing strategy, to find out the suitable international two or three line brand development in Chinese market under the condition of adaptability, promoting international clothing brands in the two or three line China market development and the vitality of the brand extension.
Through literature research, market research, on-the-spot investigation, summarizes the methods, concepts of the issues involved, conclusions, research, analysis and recording, and through their own creation, summed up the adaptability of international clothing brands in the two or three line Chinese development, so as to establish the research subject context.

【学位授予单位】：大连工业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.86

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