Chapter 1: Introduction第一章節(jié)：介紹

1.1 Research background研究背景

在全球經(jīng)濟低迷的同時，中國經(jīng)濟仍在蓬勃發(fā)展，成為許多跨國企業(yè)的唯一亮點�？春�1300萬個潛在消費者的市場，許多跨國公司每年在中國投資更多。在利潤驅動下，國際公司已經(jīng)意識到，，中國市場對于自身發(fā)展的意義是不可估量的。所以美國人說，“在中國投資，中國正在成為一個誘人的盛宴，饑餓的國際投資者們在前面。歐洲人說，“我們不需要勇氣來中國投資。”日本人說，“放棄一切在日本和在中國的投資是值得的�！表n說，“時間已經(jīng)過去，當韓國出口依賴美國創(chuàng)造的增長，我們應該盡快在中國投資”（詹森，2007）。這些話指出了國際公司在中國市場投資的決心。在許多國際公司眼里，獲得中國市場份額的意義已經(jīng)遠遠超出了中國市場本身。隨著市場經(jīng)濟開放程度的加深和中國市場化進程的不斷深化，中國的國際公司也開始大規(guī)模擴張經(jīng)營，中國市場已成為國際公司全球戰(zhàn)略的中心（程，2005）。In the weak global economy, China's economy is still thriving, and thus become the only bright spot of many multinational global businesses. Optimistic about the market of 13 million potential consumers, many multinationals invest more in China year by year. Driven by profit, international companies have realized that the significance of the Chinese market for its own development is immeasurable. So the Americans say, "Invest in China, China is becoming a tempting feast the hungry international investors have in front. Europeans say, "We do not need courage to invest in China." The Japanese say, "To abandon everything in Japan to and to invest in China is worthy." The Korean say, "The time has passed when Korea relied on exports to the United States to create growth, we should quickly invest in China" (Jansson, 2007). These words points out the determination of international companies to invest in the Chinese market. In the eyes of many international companies, the significance to get the Chinese market share has gone far beyond the Chinese market itself. With the deepening of the degree of openness of the market economy and the market process of China, the international companies in China also launched a large-scale expansion of operations, and the Chinese market has become the center of the international companies’ global strategy (Cheng, 2005).

Table of Contents
Chapter 1: Introduction 6
1.1 Research background 6
1.2 Research focus 8
1.3 Overall aim and individual objectives 8
1.4 Significance of the study 9
1.5 Organization of dissertation 10
Chapter 2: Literature review 12
2.1 Marketing 12
2.2 Brand, brand management and brand marketing 15
2.3 Customer market and purchasing behavior 18
Chapter 3: Research methodology 22
3.1 Research method 22
3.2 Research design 24
3.3 Ethical considerations 24
Chapter 4: Results & Findings 26
4.1 Environmental analysis of Haagen-Dazs 26
4.1.1 Macro-environmental analysis 26
4.1.2 Industry analysis of Chinese ice cream industry 27
4.2 SWOT Analysis of Haagen-Dazs 28
Chapter 5: Analysis & Discussion 31
5.1 Strategic choice of Haagen-Dazs 31
5.2 Market segmentation and global marketing strategy of Haagen-Dazs 33
5.2.1 Brand image and brand connotation 33
5.2.2 Target customer 34
5.2.3 Global marketing strategy of Haagen-Dazs 36
Chapter 6: Conclusions & Recommendations 37
6.1 Brand positioning and channel strategy 37
6.2 Promotion strategy 38
6.3 Market and product innovation 40
6.4 Limitations of the study and suggestions 40
References 42
Appendix 47

Despite China being an attraction market, the Chinese market is also facing enormous competitive pressure. Peter Kreutzberg, the former commercial counselor of the German Embassy conducted a survey covering nearly in all Germany enterprises in China. One of the conclusions is that Germany companies in China felt more intense competition than in the Germans local market, and the competition in the Chinese market is fiercer than the European market (Alashban, 2002). Another survey is also made on the chairmen of top 50 international companies which own the most customers in China, and the majority of these chairmen hold a cautious attitude that the business environment in China is more complex than a few years ago (Ashutosh, 2009). They said they are optimistic about the future, but they stressed that it is very important to take a long-term vision and long-term plans for investment in China.

Haagen-Dazs is also one of the international companies which set Chinese market as the target. The idea for Haagen-Dazs dates back to the early 1920’s. Haagen-Dazs is a world famous ice cream brand, and was founded in 1961. Haagen-Dazs entered the Chinese market in 1996 with its top brand. Nowadays, Haagen-Dazs has developed hundreds of stores in China, and the concept of people pursues higher quality of life and the way of life, which advocated by Haagen-Dazs that has been accepted by Chinese consumers. But in the earlier time of Haagen-Dazs’s entering into the Chinese market, Haagen-Dazs had few consumers. There were only 9 stores across the country initially, and they were loss-making state. Later, manager had adopted a lot of new strategies, such as reposition, a new strategic plan, and a new location (Tse, 2003). They stationed Haagen-Dazs in the most expensive upscale business district in Shanghai, Beijing and Guangzhou, as well as promoted it powerfully in high-end women's fashion magazine. After 2001, Haagen-Dazs increased at an average rate of 9 stores per year.

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