英国硕士留学毕业论文：中国市场上哈根达斯的促销策略研究+问卷设计

发布时间：2016-04-18 08:22

Chapter 1: Introduction第一章节：介绍

1.1 Research background研究背景

在全球经济低迷的同时，中国经济仍在蓬勃发展，成为许多跨国企业的唯一亮点。看好1300万个潜在消费者的市场，许多跨国公司每年在中国投资更多。在利润驱动下，国际公司已经意识到，，中国市场对于自身发展的意义是不可估量的。所以美国人说，“在中国投资，中国正在成为一个诱人的盛宴，饥饿的国际投资者们在前面。欧洲人说，“我们不需要勇气来中国投资。”日本人说，“放弃一切在日本和在中国的投资是值得的。”韩说，“时间已经过去，当韩国出口依赖美国创造的增长，我们应该尽快在中国投资”（詹森，2007）。这些话指出了国际公司在中国市场投资的决心。在许多国际公司眼里，获得中国市场份额的意义已经远远超出了中国市场本身。随着市场经济开放程度的加深和中国市场化进程的不断深化，中国的国际公司也开始大规模扩张经营，中国市场已成为国际公司全球战略的中心（程，2005）。In the weak global economy, China's economy is still thriving, and thus become the only bright spot of many multinational global businesses. Optimistic about the market of 13 million potential consumers, many multinationals invest more in China year by year. Driven by profit, international companies have realized that the significance of the Chinese market for its own development is immeasurable. So the Americans say, "Invest in China, China is becoming a tempting feast the hungry international investors have in front. Europeans say, "We do not need courage to invest in China." The Japanese say, "To abandon everything in Japan to and to invest in China is worthy." The Korean say, "The time has passed when Korea relied on exports to the United States to create growth, we should quickly invest in China" (Jansson, 2007). These words points out the determination of international companies to invest in the Chinese market. In the eyes of many international companies, the significance to get the Chinese market share has gone far beyond the Chinese market itself. With the deepening of the degree of openness of the market economy and the market process of China, the international companies in China also launched a large-scale expansion of operations, and the Chinese market has become the center of the international companies’ global strategy (Cheng, 2005).

Table of Contents
Chapter 1: Introduction 6
1.1 Research background 6
1.2 Research focus 8
1.3 Overall aim and individual objectives 8
1.4 Significance of the study 9
1.5 Organization of dissertation 10
Chapter 2: Literature review 12
2.1 Marketing 12
2.2 Brand, brand management and brand marketing 15
2.3 Customer market and purchasing behavior 18
Chapter 3: Research methodology 22
3.1 Research method 22
3.2 Research design 24
3.3 Ethical considerations 24
Chapter 4: Results & Findings 26
4.1 Environmental analysis of Haagen-Dazs 26
4.1.1 Macro-environmental analysis 26
4.1.2 Industry analysis of Chinese ice cream industry 27
4.2 SWOT Analysis of Haagen-Dazs 28
Chapter 5: Analysis & Discussion 31
5.1 Strategic choice of Haagen-Dazs 31
5.2 Market segmentation and global marketing strategy of Haagen-Dazs 33
5.2.1 Brand image and brand connotation 33
5.2.2 Target customer 34
5.2.3 Global marketing strategy of Haagen-Dazs 36
Chapter 6: Conclusions & Recommendations 37
6.1 Brand positioning and channel strategy 37
6.2 Promotion strategy 38
6.3 Market and product innovation 40
6.4 Limitations of the study and suggestions 40
References 42
Appendix 47

Despite China being an attraction market, the Chinese market is also facing enormous competitive pressure. Peter Kreutzberg, the former commercial counselor of the German Embassy conducted a survey covering nearly in all Germany enterprises in China. One of the conclusions is that Germany companies in China felt more intense competition than in the Germans local market, and the competition in the Chinese market is fiercer than the European market (Alashban, 2002). Another survey is also made on the chairmen of top 50 international companies which own the most customers in China, and the majority of these chairmen hold a cautious attitude that the business environment in China is more complex than a few years ago (Ashutosh, 2009). They said they are optimistic about the future, but they stressed that it is very important to take a long-term vision and long-term plans for investment in China.

Haagen-Dazs is also one of the international companies which set Chinese market as the target. The idea for Haagen-Dazs dates back to the early 1920’s. Haagen-Dazs is a world famous ice cream brand, and was founded in 1961. Haagen-Dazs entered the Chinese market in 1996 with its top brand. Nowadays, Haagen-Dazs has developed hundreds of stores in China, and the concept of people pursues higher quality of life and the way of life, which advocated by Haagen-Dazs that has been accepted by Chinese consumers. But in the earlier time of Haagen-Dazs’s entering into the Chinese market, Haagen-Dazs had few consumers. There were only 9 stores across the country initially, and they were loss-making state. Later, manager had adopted a lot of new strategies, such as reposition, a new strategic plan, and a new location (Tse, 2003). They stationed Haagen-Dazs in the most expensive upscale business district in Shanghai, Beijing and Guangzhou, as well as promoted it powerfully in high-end women's fashion magazine. After 2001, Haagen-Dazs increased at an average rate of 9 stores per year.

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