英国留学thesis：面对自主开发的多品牌专卖店在中国的二线城市的机遇和挑战

发布时间：2016-08-23 07:16

1. Introduction介绍

1.1 Research background1.1研究背景
目前，不同种类的自产自销的多品牌正变得越来越流行像成都城市已成为消费的地方特色。 然而2006年在中国，他们经历了大规模关闭。这样做的原因的现象是消费者不愿支付未知的设计师品牌。在买家和品牌之间的选择，消费者选择相信这个品牌。说到底，这是因为市场不够成熟。在近两年，然而，自主开发的多品牌开始在中国的反弹，而中国市场斩获自主开发的多品牌最好的发展机遇，，尤其是在二线城市。中国多品牌专卖店的兴起有许多原因。成熟的新的商业圈和扩展到二线城市提供机会多品牌专卖店，他们因此面临了繁荣的历史性时刻。
Nowadays, different kinds of homegrown multi-brand are becoming more and more popular in cities like Chengdu and becoming the local characteristics of consumption. In 2006, however, they has experienced large-scale of close in China. The reason for this phenomenon is that the consumers are not willing to pay for the unknown designer brands. In the selection between buyer and brand, consumers choose to believe the brand. In the final analysis, that is because the market is not mature enough. In the recent two years, however, the homegrown multi-brand begins to rally in China, and the Chinese market gains the best development opportunity for homegrown multi-brand, especially in the second-tier cities. The rise of Chinese multi-brand store has many reasons. The mature of the new business circle and the expanding to second-tier cities give the opportunity to the multi-brand stores, they thus face to a boom at the historic moment.

Table of Content目录

1. Introduction 2
1.1 Research background 2
1.2Research questions 3
1.3 Research significance 3
1.4 Research purpose 3
2. Literature Review 4
2.1The potential of multiple brand market in China 4
2.2The factors that influence the buying behavior of Chinese customers 5
3. Analysis of the Present Situation about the Homegrown Multi-brand Stores in China 6
4. The opportunities of homegrown multi-brand in the second-tier cities of China 8
4.1The unique style of homegrown multi-brand stores attracts different groups of customers 8
4.2The special decoration inside the multi-brand stores makes the stores more adorable 9
4.3The scarcity of the products in the homegrown multi-brand stores 11
5. The challenges of homegrown multi-brand in the second-tier cities of China 12
5.1The shortage of professional buyer 12
5.2The entrant of the international multi-brand stores 13
5.3The serious plagiarism 15
6. The future direction of homegrown multi-brand in the second-tier cities of China 16
6.1The improvement of the buyer team 16
6.2The countermeasures of international multi-brand stores 17
6.3The innovation of homegrown multi-brand stores 18
7. Conclusion and recommendations 19
Reference 21
Acknowledgements 23

7. Conclusion and recommendations总结和建议

According to the analysis above, it is obvious that the homegrown multi-brand stores have a bright future in the second-tier cities in China. As the rapid development of the market in China, there are many opportunities provided for them. The unique style with Chinese traditional factors makes them distinguish from the international rival and also other stores from home. And the special decoration there attracts more and more people, which have become a wise way to convey their culture idea. Besides, the scarcity of their products makes them full of customers that search for the rare thing.
However, there are also some challenges for them. First of all, the talent professional buyers are hard to find in the second-tier cities in China, because this industry is still immature and most of people are not familiar with it. Secondly, the entrants of international famous multi-brand stores also thread the market share of homegrown multi-brand stores due to their mature management system and marketing strategies. Thirdly, the plagiarism phenomenon is more and more serious in the multi-brand market, which makes the industry lack of innovation. Besides, this phenomenon also brings the assimilation of the products. In order to solve these problems, this paper provides three suggestions. In order to gain enough professional buyers, the owners of the homegrown multi-brand stores must cultivate the features that a professional buyers need and search for talent ones in the talent market. As for the competition with the foreign stores, the homegrown stores should make full use of their capital and workers to focus on their unique style and extend to a large amount of products to create a special buying atmosphere. And the plagiarism phenomenon comes from the confusion of profit in short term and long term. As the stores look for profit in a relative long period, then they should focus on the innovation of their own style but not only copy from the first-rate stores. There is no doubt that by adopting the above suggestions, the homegrown multi-brand stores will achieve more goals in the near future.

Reference文献

Aspers, P & Godart, F 2013, ‘Sociology of Fashion: Order and Change’, Annual Review of Sociology, Vol. 39, pp. 171-192.
Crand, D 1999, ‘Diffusion Models and Fashion: A Reassessment’, Annals of the American Academy of Political and Social Science, Vol. 566, The Social Diffusion of Ideas and Things, pp. 13-24.
Fisher, M & Rajaram, K 2000, ‘Accurate Retail Testing of Fashion Merchandise: Methodology and Application’, Marketing Science, Vol. 19, No. 3, pp. 266-278.
Gronow, J 1993, ‘Taste and Fashion: The Social Function of Fashion and Style’, Acta Sociologica, Vol. 36, No. 2, pp. 89-100.
Horowitz, R 1975, ‘FROM éLITE FASHION TO MASS FASHION’, European Journal of Sociology, Vol. 16, No. 2, From Madness to Mental Illness (1975), pp. 283-295. 
Kan, E 2014, 7 Things to Consider for Fashion Brands Entering China with Richard Hobbs of The HUB, HYPEBEAST, viewed 27 April 2015
Khaire, M 2011, ‘The Indian Fashion Industry and Traditional Indian Crafts’, The Business History Review, Vol. 85, No. 2, pp. 345-366.
Kwan, C Yeung, K & Au K 2004, Decision-Making Behavior towards Casual Wear Buying: A Study of Young Consumers in Mainland China, JOURNAL OF MANAGEMENT & WORLD BUSINESS RESEARCH, Vol. 1, No 1, pp. 2-10.
Liu, J 2014, Multi-brand stores gain more public favor, China Economic Net, viewed 27 April 2015
Lu, J 2014, ‘RISING STARS ON CHINA’S RETAIL SCENE: HOMEGROWN MULTI-BRAND STORES’, the Business of Luxury and Culture in China, viewed 27 April 2015
Merlo, E & Polese F 2006, ‘Turning Fashion into Business: The Emergence of Milan as an International Fashion Hub’, The Business History Review, Vol. 80, No. 3, pp. 415-447.
Miller, J 2005, ‘Fashion and Democratic Relationships’, Polity, Vol. 37, No. 1, Fashion for Democracy, pp. 3-23.
Lifestyle, 2013, Multi-Brand Stores of the Mainland, viewed 27 April 2015
Rauh, J Shenk, T & Schrodl, D 2012, ‘The Simulated Consumer – An Agent-Based Approach to Shopping Behavior’, Erdkunde, Vol. 66, No. 1, pp. 13-25.
Seligson, H 2013, Marketing to the Chinese Consumer, Fobes Insights, viewed 27 April 2015
Shandwick, W 2012, Multi-Brand Spotlight Report, KRC Research, ,viewed 27 April 2015
Sproles, G 1981, ‘Analyzing Fashion Life Cycles: Principles and Perspectives’, Journal of Marketing, Vol. 45, No. 4, pp. 116-124.
Triandewi, E & Tjiptono, F 2013, ‘Consumer Intention to Buy Original Brands versus Counterfeits’, International Journal of Marketing Studies; Vol. 5, No. 2, pp. 23-32.
Wang, C & Lin X 2009, ‘Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance’, Journal of Business Ethics, Vol. 88, Supplement 3: Confucian/Chopsticks Marketing, pp. 399-409.
Wang, T 2013, Beijing shopping: The city's top 12 boutiques, CNN, viewed 27 April 2015

本文编号：100776