SPA企业在中国：优衣库和Gap的比较案例研究

发布时间：2018-05-21 17:06

本文选题：国际化战略 + 自有品牌服装专业零售商　；参考：《华东理工大学》2015年硕士论文

【摘要】：两家自有品牌服装的专业零售商——优衣库和盖璞,在中国休闲服市场展开竞争。本文尝试分析两家公司的成功经验,以及品牌策略和消费者认知对其重要性。通过对两家公司的国际化战略、在华的进入策略和市场营销策略、采购和生产方式的研究,揭露双方品牌战略的不同,并将其与现有文献对比。进一步,通过对居住在城市的中国年轻一代的采访,本文将详细研究该消费群体的看法。综上所述,在文献分析和消费者采访的基础上,本文尝试分析促使两家公司在华成功的策略和消费者认知。
[Abstract]:Two specialty retailers-Uniqlo and Gupu-compete in the Chinese casual wear market. This paper attempts to analyze the success of the two companies, and the importance of brand strategy and consumer awareness. Through the research on the internationalization strategy of the two companies, the entry strategy and the marketing strategy in China, the purchase and production mode, the differences between the two companies' brand strategies are revealed and compared with the existing literature. Further, through the interview with the Chinese young generation living in cities, this paper will study the views of this consumer group in detail. In conclusion, on the basis of literature analysis and consumer interviews, this paper attempts to analyze the strategies and consumer perceptions that have contributed to the success of the two companies in China.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F274

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