西南财经大学天府学院
20##-20##-2 学期
运营管理学业论文
论文题目：
学生姓名： （三号，仿宋，下划线）
专 业： （三号，仿宋，下划线）
学 号：（阿拉伯数字，三号，仿宋，下划线）
20##年 月
Abstract
Cheongsam is equipped with Chinese characteristics and reflect the fashion of Western aesthetic, and adopt Western-style trim, is by the Republic in the 20th century century reference flag of Manchu women traditional clothing and costume designers on the basis of the Western culture, design, is a kind of Eastern and Western cultures blend as well. This article to France for abroad target market, first we of cheongsam specialized for abroad market design of in the high-end products, from products material and price Shang difference Yu domestic, strategy target is build China of luxury brand, second is on abroad target national for has contrast and judgment, through Porter five force model of analysis, eventually select France for target national, last is this article of focus, that for the brand how entered France market of specific analysis, including how do publicity and specific of implementation plans.
Content
1.0 PRODUCT SUMMARY................................................................................................ 4
2.0 EXECUTIVE SUMMARY............................................................................................ 4
3.0 COUNTRY/MARKET ANALYSIS.............................................................................. 4
3.1 Country “France ”............................................................................................... 4
3.1.1 Country & Geographic Profile....................................................................... 4
3.1.2 Political, Legal & Regulatory Environment..................................................... 5
3.1.3 Socio-Cultural Environment.......................................................................... 5
3.1.4Market Infrastructure.................................................................................... 5
3.1.5 Porter Diamond Analysis of National Competitive Advantages........................... 5
3.1.7 Summary Opportunity, Risk & Barrier Considerations...................................... 6
3.2 Country “Italy ”................................................................................................... 6
3.2.1Country & Geographic Profile Political Environment....................................... 6
3.2.2Political, Legal & Regulatory Environment..................................................... 6
3.2.3Porter Diamond Analysis of National Competitive Advantages........................... 6
3.2.4Summary Opportunity, Risk & Barrier Considerations...................................... 7
4.0TARGET MARKET SELECTION & RATIONALE........................................................... 7
4.1Conclusion............................................................................................................. 7
4.2Recommendations & Action Plan............................................................................. 7
4.2.1The operational programme........................................................................... 7
4.2.2Channel choice............................................................................................. 8
4.2.3 brand positioning statement........................................................................... 8
4.2.4 advocacy..................................................................................................... 9
4.2.5 specific implementation steps........................................................................ 9
4.2.6 recommendations for follow-up marketing strategy........................................ 10
BIBLIOGRAPHY............................................................................................................. 11
1.0 PRODUCT SUMMARY
Cheongsam blend fashion and elegance as a whole, are representatives of the Chinese elements, loaded with significance of Chinese culture. Cheongsam’s style varied, relatively rich material, silk and silk of the more famous, coupled with the traditional flower, plum flower, Chinese ink painting makes it more influential.
2.0 EXECUTIVE SUMMARY
Through SWOT analysis, we believe that the Chinese dress cheongsam as representative, in Europe and the market is a market with great advantages. first of all Chinese in the West more cheongsam is very popular in Chinese communities overseas, this is our advantage; and is one of many overseas actress of preference will become China's cheongsam overseas huge market advantage. Of course at the time of promotion cheongsam face considerable competitive disadvantages, cheongsam is a very traditional Chinese dress, dress style with the Western avant-garde fashion and bold innovation is fully unified, due to cultural differences, leading to many foreigners on cheongsam culture full of Oriental taste completely not interested in so that the opened cheongsam market technically difficult. But it is precisely because the cheongsam is the unique dress style, currently on the international fashion market is quite unique, and has not yet appeared very similar to the dress style, so we often have a lot of opportunities for promotion.
3.0 COUNTRY/MARKET ANALYSIS
3.1 Country “France ”
3.1.1 Country & Geographic Profile
France is located in Western Europe, GDP ranks sixth in the world, France not only in industry and agriculture is highly developed, but also as one of the cultural center of the world.
3.1.2 Political, Legal & Regulatory Environment
France is a developed country, gross domestic product the highest in the world, with a per capita GDP of US $ 44,008. Third industries in France as a proportion of the economy increased, services about 70% per cent of the total labour force in China. Tourism is also developed, the average reception of foreign tourists more than 70 million passengers annually.
3.1.3 Socio-Cultural Environment
France wearing dress idea is has its own personality, avoiding the same as others .
3.1.4 Market Infrastructure
France transportation developed, the air is very convenient. France's road network-intensive in the world's Crown, but France is located in Western Europe, bordering the English channel, North Sea, Atlantic Ocean and the Eastern Mediterranean, maritime well-developed.
3.1.5 Porter Diamond Analysis of National Competitive Advantages
Cheongsam best set off French elegance and noble qualities, will be everyone's favorite. But France is up to the total of Chinese, staying in France immigrants from China about 450,000. Other France compared to brand, cheongsam as the representative element in China, with its unique charm.
3.1.7 Summary Opportunity, Risk & Barrier Considerations
France is the world's leading brand of gathering place, affecting the world. Chinese cheongsam intended to enter France apparel market has a certain degree of difficulty, capacity than the strong industry competitors.
3.2 Country “Italy ”
3.2.1 Country & Geographic Profile Political Environment
Italy is located in southern Europe, is a highly developed people's Democratic Republic, is also the cradle of the European national and cultural, service industry, tourism and trade is particularly prominent.
3.2.2 Political, Legal & Regulatory Environment
Italy is a developed industrial country, gross: $ 2,036,687,000,000, $ GDP:33828 per capita (22nd in the world). Foreign trade is the main pillar of the economy. China is Italy's largest trade deficit with the country of origin, Italy on China's trade deficit amounted to 20 billion euros (2011).
3.2.3 Porter Diamond Analysis of National Competitive Advantages
Italy has a large number of international clothing brands and designers, cheongsam we can learn from their success stories and invited renowned designers cheongsam. Italy with higher per capita income, especially heavy demand for luxury clothing for the clothing. Cheongsam as unique Chinese characteristics of clothing also has a strong competitive edge. Now Italy has not advanced cheongsam brand. China and Italy good diplomatic relations, Italian economic and trade the sheer volume, as China continues to grow, there will be more brands to enter the international market.
3.2.4 Summary Opportunity, Risk & Barrier Considerations
Our cheongsam positioning high-end luxury brand, but they've always gave foreigners the impression that Chinese products cheap poor quality. Even with good quality but to break the traditional concepts of foreigners still need time and product testing.
4.0TARGET MARKET SELECTION & RATIONALE
4.1Conclusion
After this analysis, we finally chose France. Paris, France, is France's capital and largest city, as well as France's political, economic and cultural center, but it is also one of four major world cities, with the United States in New York, London and Japan Tokyo side-by-side. At the same time, Paris is also called the "fashion capital", Paris fashion style still has a huge impact on top fashion designers.
Cheongsam as the Chinese nation's traditional costume, bearing a unique charm and culture, Paris brings together the world's top designers and fashion people, and if the cheongsam promotion in Paris, will be able to set off a frenzy.
4.2 Recommendations & Action Plan
4.2.1 The operational programme
1.Determine market main body, strengthen propaganda
Our main sales groups were France's young women. Mainly young and middle-aged women more attention to the clothes, like seeking clothing diversity, younger, without exclusion, cheongsam for their unique exotic, able to show elegance and temperament, can certainly win the consumer groups favor.
Publicity can enable professionals to liaising with the local ethnic Chinese, they help, in the populated cities, including Paris, Marseille, Lyon, held a cheongsam show show, combined with the local fashion show, cooperate with renowned fashion designers to create a sumptuous visual feast, simple and elegant without losing the fashion and elegant ladies of the cheongsam can stand out, lead the trend of the next.
2.Establish marketing objectives and marketing strategies
The initial objective is to deepen awareness of consumer culture of cheongsam dress, establish cheongsam brand image, laying the Foundation for future business development.
Developed has four a target: first in France main city publicity introduced cheongsam dress culture, caused Westerners on Oriental culture of interest, strike while the opened since stores; second, regularly for research interview, multi-understanding feedback information perfect service; again visits stores is located around area, in has has customer recognized based of environment , consider opened chain, service more people, expand business, expanded market share; last heart operating the large chain, refinement business, to perfect of design, quality of quality, To provide absolute customer satisfaction with service, to establish long-term cooperative relationship with customers.
4.2.2 Channel choice
Early in the brand into the market first opened an experience store. As the awareness of brand love deepens, most bustling Avenue Champs in Paris opened a flagship store.
4.2.3 Brand positioning statement
Designed for one-stop decorating service for modern women, women after the door, from beauty to physical and psychological pressure relieving to clothing to Accessories, and can be a fun in-store a day or an afternoon of leisure time, has been transformed into an elegant charm of a woman going out.
4.2.4 Advocacy
Us and Chinese cooperation on the ground, in France major cities that hold a set of gorgeous and elegant cheongsam show, period, we will introduce our products, as well as the world famous stars wear cheongsam pictures made into a pamphlet to participate in activities for your cheongsam have an understanding. Cheongsam star interested in cultural comparison ads in Paris famous fashion magazines, such as: the VOGUE, and the much-hyped on the ELLE.
4.2.5 Specific implementation steps
1.Inviting traditional cheongsam designers and architects designed a number of ancient and modern fashion design without losing fashion, yet elegant ladies in elegant cheongsam.
2.Held in capital cities such as Paris, London, New York, Chinese cheongsam culture show, invited the famous media journalist came to watch coverage of the cities, causing consumers are interested in the culture of Cheongsam and cheongsam dress ...
3.After two months of research, learn information related to sales, sales areas of good stores, and configure the customized service. Through customer evaluations, recommendations on this dress, cheongsam design modifications, preparations for mass production.
4.Invitation referred to caress cheongsam have added stars to do endorsements, full publicity to arouse customers ' desire to buy.
5.Maintain good communication with the customer at any time, get information, improve online services such as online consultation, booking. Door-to-door, inform its cleaning collection notes.
6.Good for overall development, yield when good, consider operating within roughly the same programs on a global scale.
4.2.6 Recommendations for follow-up marketing strategy
Store performance stability has increased, when the initial objective of the progressive realization, may consist of the following recommendations to improve visibility, and create a better brand image: 1. sponsored a large public service activities, enhance the brand image of Chinese cheongsam in local industry. 2. contact and university exchanges and cooperation and more respected Chinese Culture University, organized women cheongsam show game in the school to expand its group the popularity among college students.
BIBLIOGRAPHY
Hou Zhangliang, Liu Lixin, authored. 5 of the most important tools of strategic management, the Guangdong economy press. 20##-2-1.ISBN:780728825
Yu Tao. SWOT analysis model and its application in the formation of strategic research [j]. Economic and technical collaboration information. 2008,03
Gao Shujun. of the management. said eight strategic management. of Hebei University
Kang Hui. RRZL research on the marketing strategy of the company [d]. Southwest Jiaotong University. 2008,03-01
Zhou Lijun. Procter, marketing one of the most successful companies in China [j]. entrepreneurs in China and abroad. (2003)