美国HJ公司XX服装品牌中国推广策略研究

发布时间：2018-07-04 21:35

本文选题：品牌 + 品牌推广　；参考：《山东理工大学》2015年硕士论文

【摘要】：随着我国对外开放不断加深,社会稳定,国内经济稳步增长带动居民收入以及消费能力的迅速提高,巨大的消费市场空间吸引着国际品牌不断进入中国市场,服装品牌更是其中重要的一部分。然而,由于对中国市场环境的陌生,以及文化上的较大差异,如何使品牌有效地融入中国市场,成为这些外来企业要面临的现实问题。因此,本文作者借助在与美国HJ公司展开品牌合作的机会,在对品牌推广等相关理论研究的基础上的,结合国内服装市场发展状况和对众多服装品牌发展案例的分析,对美国HJ公司XX品牌进入中国市场,XX品牌推广的策略进行研究。研究过程中采用SWOT管理工具对内外环境展开分析,并从品牌目标受众、推广设计方案、渠道选择等多方面提出了针对中国市场的推广策略,以帮助企业更快的适应中国的市场环境。XX品牌整套推广策略的价值在于适时把握中国消费市场变化动向,尤其是互联网下国内外服装企业和品牌发展所面临诸多新挑战和新机遇,通过对中国市场环境的深入分析,将XX品牌定位与消费者的需求进行对接;通过设计策略调整使价值提升获得有效的支撑;建立全渠道策略,既适应传统营销渠道,又能够满足电子商务等新兴渠道发展需要,这些策略可以用来指导XX品牌较快的适应中国市场趋势,发挥自身优势,提高竞争力,提升企业的经济效益。
[Abstract]:With the deepening of China's opening to the outside world and social stability, the steady growth of the domestic economy has led to the rapid improvement of residents' income and consumption power, and the huge consumer market space has attracted international brands to enter the Chinese market. Clothing brand is an important part of it. However, due to the unfamiliar market environment in China and the great cultural differences, how to effectively integrate the brand into the Chinese market has become a realistic problem faced by these foreign enterprises. Therefore, the author takes advantage of the opportunity of developing brand cooperation with HJ Company in the United States, and on the basis of theoretical research on brand promotion and other related theories, combines the development situation of domestic clothing market and the analysis of many clothing brand development cases. This paper studies the strategy of XX brand promotion in Chinese market of American HJ Company. In the research process, SWOT management tools are used to analyze the internal and external environment, and from the brand target audience, promotion design scheme, channel selection and other aspects, the promotion strategy for the Chinese market is put forward. In order to help enterprises adapt to China's market environment more quickly, the value of the whole package of brand promotion strategies is to grasp the changing trends of the Chinese consumer market in a timely manner. Especially under the Internet, many new challenges and opportunities are faced by domestic and foreign garment enterprises and brand development. Through the in-depth analysis of the market environment in China, XX brand positioning and consumer needs are docked. Through the design of strategy adjustment to enhance the value to obtain effective support, the establishment of a full-channel strategy, both to adapt to traditional marketing channels, but also to meet the needs of e-commerce and other emerging channels of development, These strategies can be used to guide XX brand to adapt to the trend of Chinese market quickly, give play to its own advantages, improve its competitiveness and enhance the economic benefits of enterprises.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F416.86;F274

【共引文献】