本文選題：旅行箱包 + 中國市場��； 參考：《蘇州大學(xué)》2013年碩士論文

【摘要】：箱包作為旅行中攜帶和整理物品的必備工具,如今已成為人們社會生活中不可或缺和展示形象與地位的物品之一。我國是全球最大的箱包生產(chǎn)國和出口國，國內(nèi)市場增長勢頭強(qiáng)勁，年增長率達(dá)到20%，高居全球之首，前景廣闊。近年來，國內(nèi)市場上出現(xiàn)了很多國際品牌，他們早已瞄準(zhǔn)中國市場，不斷地尋找合適機(jī)會進(jìn)入中國市場。瑞士軍刀WENGER也是這些國際品牌之一，試圖憑借品牌優(yōu)勢進(jìn)軍中國箱包市場。但中國箱包市場競爭已經(jīng)十分激烈。國際品牌要中國市場站穩(wěn)腳跟，就必須盡快取得一定的市場份額，，否則很快就會被國際品牌洪流所淹沒。因此，WENGER箱包要根據(jù)中國市場情況、品牌特色和經(jīng)營狀況制定出符合在華營銷策略，這關(guān)系到WENGER箱包在中國市場的命運(yùn)與發(fā)展。 本文在對品牌營銷、市場營銷組合等理論綜述和前人對國際在華消費(fèi)品營銷經(jīng)驗總結(jié)的基礎(chǔ)上研究WENGER箱包在中國市場的營銷策略問題。首先介紹了WENGER箱包的背景和在中國市場發(fā)展的基本概況，從中國箱包市場的宏微觀營銷環(huán)境入手，分析了WENGER箱包在進(jìn)入中國市場后如何選擇目標(biāo)市場，品牌定位的過程。接著分析了WENGER箱包在華的主要營銷策略，再通過對比分析WENGER箱包實(shí)際經(jīng)營狀態(tài)，找出WENGER箱包營銷策略中存在的問題與不足。本文就著重從WENGER箱包品牌管理、渠道建設(shè)、價格策略及品牌推廣等方面進(jìn)行了探討，提出了針對性改進(jìn)建議和對策。最后總結(jié)全文，展望不足之處，并提出進(jìn)一步研究思路。
[Abstract]:As a necessary tool to carry and arrange items in travel, luggage has become one of the indispensable items in people's social life and display their image and status. China is the largest producer and exporter of luggage and luggage in the world, and its domestic market has strong growth momentum, with an annual growth rate of 20%, which ranks first in the world and has a bright future. In recent years, there have been many international brands in the domestic market, they have been targeting the Chinese market, constantly looking for suitable opportunities to enter the Chinese market. Swiss army knife Weinger is also one of these international brands, trying to use the brand advantage into the Chinese luggage market. But the competition in China's luggage market is already fierce. If the international brand wants to stand firm in the Chinese market, it must get a certain market share as soon as possible, otherwise it will soon be flooded by the international brand flood. Therefore, according to the situation of Chinese market, brand characteristics and management condition, the case and bag of WENGER should be in line with the marketing strategy in China, which is related to the fate and development of the case and bag in China. This paper studies the marketing strategy of WENGER case and bag in China on the basis of summarizing the theories of brand marketing and marketing combination, and summarizing the previous experience of international consumer goods marketing in China. Firstly, this paper introduces the background of WENGER luggage and the basic situation of its development in Chinese market. Starting with the macro and micro marketing environment of China's luggage market, it analyzes the process of how to select the target market and brand positioning after entering the Chinese market. Then it analyzes the main marketing strategies of WENGER luggage in China, and then finds out the problems and shortcomings in the marketing strategy of WENGER luggage by comparing and analyzing the actual operating state of the case and bag of WENGER. This paper probes into the brand management, channel construction, price strategy and brand promotion of WENGER cases and bags, and puts forward some suggestions and countermeasures for improvement. Finally, it summarizes the full text, looks forward to the shortcomings, and puts forward further research ideas.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F416.8;F274

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