發(fā)布時間：2018-03-17 07:05

  本文選題：國際二三線服裝品牌　切入點：渠道建設(shè)　出處：《大連工業(yè)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：國際品牌進駐中國市場在模式上呈多元化狀態(tài)，即既有直營，又兼有代理、合資等，檔次上呈細(xì)分化狀態(tài)，在現(xiàn)在中國的高端商場，基本上是國外品牌的天下，而在許多中高檔商場，也不難發(fā)現(xiàn)國外品牌的身影。目前在中國市場上大約有60多個世界高端時裝品牌和500多個世界知名時裝品牌。這里面，既有我們耳熟能詳?shù)膰�際頂級奢侈品牌如Louis Vuitton、Dior、Versace、 Hermes等，也有許多二三線服裝品牌如LAGA、JOTA+GE、European Culture、Gattinoni、Byblos等通過代理或合資的渠道進駐中國市場。我們不難得出一個結(jié)論：全球化的經(jīng)濟協(xié)作、西服東漸已經(jīng)逐漸成為了一種發(fā)展趨勢，中國已經(jīng)進入了品牌消費的時代。蓋特國際股份有限公司施盈吉先生認(rèn)為,品牌代理商與品牌持有人是利益共同體，近年來，許多國際二三線服裝品牌由于沒有像奢侈品那樣雄厚的資金支持，可以以直營的方式進入中國市場，另辟蹊徑，選擇了品牌代理、企業(yè)合資、托管等方式進入到中國市場，一般代理商需向品牌商支付5%左右的品牌使用費。根據(jù)2011年在大連IBAC（INTERNATIONAL BRANDAGENCY CENTER，簡稱IBAC）國際品牌代理中心與中國（大連）國際服裝紡織品博覽會的工作經(jīng)歷，對IBAC參加2011年中國（大連）國際服裝紡織品博覽會的四十多個國際二三線服裝品牌從前期準(zhǔn)備到品牌的引進、推廣、營銷以及品牌發(fā)展至今的現(xiàn)狀進行了為期兩年的跟蹤和記錄，并對國際二三線服裝品牌在進駐中國市場后出現(xiàn)的實際問題進行了歸納和分析，為此次論文的撰寫提供了現(xiàn)實依據(jù)。 該選題以國際二三線服裝品牌進駐中國市場的營銷渠道為研究路徑，經(jīng)過分析、調(diào)研、實證，將其進駐中國市場的適應(yīng)性為研究目的，具有一定的現(xiàn)實意義。 首先，國際服裝品牌進駐中國市場是一個大的趨勢，通過研究國際二三線服裝品牌，的經(jīng)營管理理念、先進的科研能力和創(chuàng)新能力等，可以幫助我國服裝企業(yè)者意識到我國本土服裝品牌與世界服裝品牌之間的差距，彌補我國服裝企業(yè)發(fā)展中存在的缺陷，如品牌競爭力的缺乏、科學(xué)品牌經(jīng)營理念的缺失、品牌運營管理混亂、產(chǎn)品附加值低等等，并且國際二三線服裝品牌進駐中國市場，有利于加速我國服裝市場的有序競爭，提升我國本土服裝品牌與國際服裝品牌相抗衡的能力，促進我國服裝企業(yè)整體競爭力的提高。 其次，，對當(dāng)前國際二三線品牌進駐中國市場時營銷路徑的調(diào)研和分析，并對其進駐中國市場的渠道建設(shè)和經(jīng)營營銷策略的分析和研究，找出適合國際二三線品牌在中國市場條件下發(fā)展的適應(yīng)性，促進國際二三線服裝品牌在中國市場的發(fā)展壯大和品牌生命力的延伸等。 通過文獻研究、市場調(diào)研、實地考察、歸納總結(jié)等方法，對文章涉及到的概念、問題、結(jié)論，進行調(diào)研、分析和記錄，并通過自己的再創(chuàng)造，歸納總結(jié)出適應(yīng)國際二三線服裝品牌在中國發(fā)展的適應(yīng)性，從而建立論文研究的主體脈絡(luò)。
[Abstract]:International brands in Chinese market are more diversified in the model, which can be direct, both agents, joint venture, grade a fine state of differentiation, now in China high-end shopping malls, is basically dominated by foreign brands, and in many high-end shopping malls, it is not difficult to find foreign brands. Some more than 60 of the world's high-end fashion brands and more than 500 world famous fashion brands in Chinese currently on the market. It is us for having heard it many times of the international top luxury brands such as Louis, Vuitton, Dior, Versace, Hermes and so on, there are many two or three lines of clothing brands such as LAGA, JOTA+GE, European, Culture, Gattinoni, Byblos in Chinese the market by proxy or joint venture channels. We can draw a conclusion: the globalization of economic cooperation, suit East has gradually become a trend, Chinese has entered the brand consumption Generation. Gatwick international Limited by Share Ltd Mr. Shi Yingji, brand agents and brand holders is a community of interests, in recent years, many international clothing brands like two or three lines because there is no luxury as strong financial support, can enter the Chinese market, to direct the way another way, choose the brand agency, joint ventures, and other ways to enter the market to Chinese hosting generally, agents need to pay about 5% of the brand to the brand use fee. According to the 2011 IBAC in Dalian (INTERNATIONAL BRANDAGENCY CENTER, referred to as IBAC) international brand agency center and Chinese (Dalian) International Garment & Textile Fair work experience, to participate in the 2011 IBAC Chinese (Dalian) the introduction of International Garment & Textile Fair more than 40 international two or three line of clothing brand from the preparation to the brand promotion, brand marketing status quo and development since the Two years of tracking and recording, and the actual problems of the international two or three line clothing brands after entering the Chinese market are summarized and analyzed, which provides a realistic basis for the writing of this paper.
This topic takes the international two or three line marketing channel of clothing brand entering the Chinese market as the research path. After analysis, investigation and demonstration, the adaptability of its entry into the Chinese market is the purpose of research, which has certain practical significance.
First of all, international clothing brands stationed in Chinese market is a big trend, through the study of international two or three line clothing brand, management philosophy, advanced scientific research ability and innovation ability, can help China's garment enterprises are aware of China's domestic clothing brand clothing brand and the gap between the world, make up the defects of development clothing enterprises in China, such as lack of brand competitiveness, lack of scientific concept of brand management, brand management confusion, low value-added products, and international clothing brands stationed in China two or three line market, accelerate the orderly competition of China's clothing market, enhance the ability of domestic clothing brands and international clothing brand. To compete, to promote the overall competitiveness of China's clothing enterprises improve.
Secondly, on the research and analysis of the current international marketing path of two or three line brands stationed in Chinese market, and its analysis and research in China market channel construction and management of the marketing strategy, to find out the suitable international two or three line brand development in Chinese market under the condition of adaptability, promoting international clothing brands in the two or three line China market development and the vitality of the brand extension.
Through literature research, market research, on-the-spot investigation, summarizes the methods, concepts of the issues involved, conclusions, research, analysis and recording, and through their own creation, summed up the adaptability of international clothing brands in the two or three line Chinese development, so as to establish the research subject context.

【學(xué)位授予單位】：大連工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F416.86

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