美国HJ公司XX服装品牌中国推广策略研究-工商管理专业毕业论文.docxVIP

山东理 山东理工大学硕士学位论文 摘要 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。 关键词：品牌；品牌推广；全渠道模式；互联网推广 山东理 山东理工大学硕士学位论文 ABSTRACT ABSTRACT Along with the rapid development of Chinas economy and the speeding up of economic globalization, more and more companies of international clothing brand is putting China as their next important target market. How of the international clothing brand company to effectively integrate into Chinese market is more and more highlights. Therefore, the author of this article, with the help of the working experience on HJ company in the Unite State, searching on the strategy of HJ company doing their brand promotion when they came into Chinese domestic market, using the SWOT management tools to analyze, and propose a set of promotion strategy on how to entering the Chinese market in the three aspects of product docking strategy, product design strategy, product channel selective strategy, in order to deal with the Chinese market competition and to adapt to the consumer preferences. The value of this full set promotion strategy is marching the product’s brand value with the customer demand through the entire supply chain, effectively adjusting the product structure combing the marketing competition with their ability through product design strategy, building the availability of the product through product channel strategy. This strategy can be used to guide the HJ Company to overcome the bottleneck when they came into the Chinese market,