澳大利亚美丽诺(merino)羊毛产品战略定位研究-工商管理专业论文.docx

澳大利亚美丽诺（Merino）羊毛产品战略定位研究 摘 要 本文首先回顾了世界羊毛业市场从伦敦迁移到澳大利亚的历史及原 因，然后描述了世界羊毛业市场现状，接着对澳洲羊毛业做了 SWOT 分析。 在机遇（Opportunity）方面，奢侈品市场的稳步成长是最值得关注的市 场机会，随着富有消费者数量不断增加，高档奢侈品市场的增长空间十 分广阔。 在羊毛最终消费者需求方面，调查报告的结果显示出羊毛及服装的 消费取向有 5 个趋势，即：老龄化、对健康的关注、环保意识的增强、 个性追求和高档化趋势。接下来，作者将美丽诺羊毛产品按照出口地理 位置和产品功能分别进行了市场细分。 综合了澳大利亚羊毛业的优势与劣势，机遇与威胁，消费者需求以 及细分市场以后，作者认为澳产美丽诺羊毛最终产品的关键战略是：清 除消费者心中对羊毛产品的误解，克服羊毛的一些缺点，跟上当前的流 行趋势，逐渐走上奢侈品道路。而焦点是： (1) 长期地坚持不变地改变羊毛“戳人、起球、起皱”等痼疾 (2) 机织产品休闲化 (3) 与知名品牌零售商合作，打“澳产美丽诺”品牌，逐渐将品牌奢侈 化 最后，结合中国羊毛业的实际情况和存在的一些问题，作者指出国 内羊毛业应该借鉴澳洲同行严格的羊毛检验和拍卖体系，其羊毛发展公 司统一运作的模式，以及学习他们先进的农场、毛纺技术和管理经验， 品牌推广经验，等等，这也是本文作者对澳毛最终产品战略定位进行初 步研究的目的所在。 关键词：羊毛，产品，战略，定位 STRATEGIC POSITIONING FOR AUSTRALIAN MERINO WOOL PRODUCTS ABSTRACT This thesis reviewed the relocation of the international wool market from London to Australia, and then described the world market actuality, followed by SWOT analysis for Australian wool industry. With the aspect of opportunity, the steady growth of the luxury market is the most exciting point. As widespread affluence and disposable incomes continue to rise, the number of wealthy consumers is also set to increase dramatically, no matter in developed or underdeveloped countries. Predictions indicate that the high end luxury goods market has plenty of room for growth. With the aspect of consumer needs, the surveys showed that there are five trends for wool consumers’ consuming tropism: consumers are getting old; they are more concerned about health; they are more aware of environment; they emphasize individuality and fad; premiumisation. Next, the thesis writer segmented the market according to Merino wool export destinations and product function respectively. After the analysis of SWOT, consumer needs and market segmentation, the writer got the key strategies for Australian Merino wool products, which are to clear some misconception of consumers about wool products and overcome some drawbacks of wool, to keep up with the current fashion trend and premiumisation. The focus