Max Mara在中国—意大利企业的国际市场战略
发布时间：2020-12-08 03:40
毫无疑问,二战之后的巨大变革后,中国开启了一扇向国际敞开的大门。在相当短的一段时间内,中国成为了“世界经济的领航员”。为此,西方企业在本土急剧激烈的竞争下开始寻找进入新市场的契机。我的论文旨在分析一个企业如何定义它在外国市场(特别是中国)中扩展的策略以及一个企业可以通过相关的市场策略来引导市场并处于市场的有利位置。对我而言,此命题从开始便是我感兴趣的同时它是一个中国化的问题。事实上,我决定选择一个奢侈品行业而非所有的意大利企业来写这篇论文,涉及了一个奢侈品企业在面对进入今天的国际市场或中国市场中所遇到的问题。在整个过程中,我借鉴了一些理论(SWOT理论分析、TOWS Matrix分析)；相关的案例分析；Max Mara在中国的市场政策以及一个意大利公司经理的访谈用以支持此论文的一些论点。同时也是中国现下的经济人文现状及其面临的一些机遇的写照。
【文章来源】：华东理工大学上海市 211工程院校 教育部直属院校
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Ⅰ Introduction
1.1 Preliminary remarks
1.2 Research and Research Plain
1.3 Research Approach and Methodology
1.4 The Luxury Industry
Ⅱ Relevant Theories and Models
Ⅱ.1 International Marketing Strategies and Internationalization Process
Ⅱ.2 Market factors:cultural, political and economic factors
Ⅱ.3 The consumer's behavior
Ⅱ.4 Marketing Mix
Ⅱ.5 Competition Analysis
Ⅱ.6 SWOT and TOWS Analysis
Ⅲ Internationalization process and strategies:how to become a GLOBALcompany?
Ⅲ.1 The choice of the right foreign market
Ⅲ.2 Internationalization procedures in entering the foreign market:how to choose between standardization and adaptation
Ⅲ.3 Foreign environment and potential strategies
Ⅳ How to enter in foreign countries
Ⅳ.1 The entry through exportation
Ⅳ.1.1 The indirect exportation
Ⅳ.1.2 Direct exportation
Ⅳ.2 The entry through strategic partnerships
Ⅳ.3 The entry by production plant
Ⅳ.4 Some conclusive remarks
Ⅴ Internationalization in emerging market:CHINA
Ⅴ.1 Threats and Opportunities
Ⅴ.2 Chinese general context
Ⅴ.2.1 Political and cultural factors
Ⅴ.2.2 Chinese economy
Ⅴ.3 The Fashion Industry in China
Ⅴ.3.1 The textile and clothing industry
Ⅴ.3.2 The Chinese consumer
Ⅴ.4 Internationalization policies in China
Ⅴ.5 International Trades between Italy and China
Ⅴ.6 Some conclusive remarks
Ⅵ Corporate CASE STUDY:the Max Mara's experience in China
Ⅵ.1 Why Max Mara?
Ⅵ.1.1 The history and the organizational structure
Ⅵ.1.2 Products and the positioning strategy
Ⅵ.1.3 The Retailing Chain
Ⅵ.1.4 The Strategic thought
Ⅵ.1.5 The internationalization strategy
Ⅵ.2 Max Mara in China
Ⅵ.3 The Competitors
Ⅵ.4 SWOT Analysis
Ⅵ.5 TOWS MATRIX
Ⅵ.6 Another significant support:the Interview
Ⅵ.6.1 A brief introduction
Ⅵ.6.2 The Interview
Ⅵ.7 Discussions and analysis
Ⅷ Conclusion Analysis
Ⅶ.1 Summary of my research
Ⅶ.2 Innovations and limitations of my paper
Ⅶ.3 Potential research topic in the future
Ⅷ References
Ⅸ Acknowledgements
卷内备考表
本文编号：2904389
【文章来源】：华东理工大学上海市 211工程院校 教育部直属院校
【文章页数】：83 页
【学位级别】：硕士
【文章目录】：
Abstract
摘要
Ⅰ Introduction
1.1 Preliminary remarks
1.2 Research and Research Plain
1.3 Research Approach and Methodology
1.4 The Luxury Industry
Ⅱ Relevant Theories and Models
Ⅱ.1 International Marketing Strategies and Internationalization Process
Ⅱ.2 Market factors:cultural, political and economic factors
Ⅱ.3 The consumer's behavior
Ⅱ.4 Marketing Mix
Ⅱ.5 Competition Analysis
Ⅱ.6 SWOT and TOWS Analysis
Ⅲ Internationalization process and strategies:how to become a GLOBALcompany?
Ⅲ.1 The choice of the right foreign market
Ⅲ.2 Internationalization procedures in entering the foreign market:how to choose between standardization and adaptation
Ⅲ.3 Foreign environment and potential strategies
Ⅳ How to enter in foreign countries
Ⅳ.1 The entry through exportation
Ⅳ.1.1 The indirect exportation
Ⅳ.1.2 Direct exportation
Ⅳ.2 The entry through strategic partnerships
Ⅳ.3 The entry by production plant
Ⅳ.4 Some conclusive remarks
Ⅴ Internationalization in emerging market:CHINA
Ⅴ.1 Threats and Opportunities
Ⅴ.2 Chinese general context
Ⅴ.2.1 Political and cultural factors
Ⅴ.2.2 Chinese economy
Ⅴ.3 The Fashion Industry in China
Ⅴ.3.1 The textile and clothing industry
Ⅴ.3.2 The Chinese consumer
Ⅴ.4 Internationalization policies in China
Ⅴ.5 International Trades between Italy and China
Ⅴ.6 Some conclusive remarks
Ⅵ Corporate CASE STUDY:the Max Mara's experience in China
Ⅵ.1 Why Max Mara?
Ⅵ.1.1 The history and the organizational structure
Ⅵ.1.2 Products and the positioning strategy
Ⅵ.1.3 The Retailing Chain
Ⅵ.1.4 The Strategic thought
Ⅵ.1.5 The internationalization strategy
Ⅵ.2 Max Mara in China
Ⅵ.3 The Competitors
Ⅵ.4 SWOT Analysis
Ⅵ.5 TOWS MATRIX
Ⅵ.6 Another significant support:the Interview
Ⅵ.6.1 A brief introduction
Ⅵ.6.2 The Interview
Ⅵ.7 Discussions and analysis
Ⅷ Conclusion Analysis
Ⅶ.1 Summary of my research
Ⅶ.2 Innovations and limitations of my paper
Ⅶ.3 Potential research topic in the future
Ⅷ References
Ⅸ Acknowledgements
卷内备考表
本文编号：2904389
本文链接：https://www.wllwen.com/weiguanjingjilunwen/2904389.html
