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  • About
  • The Global ETD Search service is a free service for researchers to find electronic theses and dissertations. This service is provided by the Networked Digital Library of Theses and Dissertations.
    Our metadata is collected from universities around the world. If you manage a university/consortium/country archive and want to be added, details can be found on the NDLTD website.
1

Strategies of the high fashion business in Beijing.

January 1995 (has links)
by Lee Mei-seong, Michelle, Ng Yuen-lai, Lorraine. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 68-70). / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.iii / LIST OF TABLES --- p.vi / ACKNOWLEDGEMENT --- p.vii / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Purpose --- p.2 / Scope --- p.3 / Methodology --- p.4 / Research Design --- p.4 / Data Collection Method --- p.4 / Sampling Frame --- p.4 / Chapter II. --- LITERATURE REVIEW --- p.5 / Macro environment --- p.5 / Geography --- p.5 / Population and Demographics --- p.5 / Economic Size and Growth --- p.6 / Inflation --- p.8 / Income and Income Distribution --- p.8 / Purchasing Power --- p.8 / Retail Sales --- p.9 / Fashion Retail Market Situation in China --- p.9 / Market Size/Profile --- p.10 / Demand --- p.11 / Consumer Attitudes --- p.11 / Various Market Segments --- p.12 / Marketing Strategies --- p.13 / Product Strategies --- p.15 / Pricing Strategies --- p.18 / Distribution Strategies --- p.19 / Promotion Strategies --- p.20 / Chapter III. --- SUMMARY OF FINDINGS FROM OBSERVATION AND PERSONAL INTERVIEWS --- p.26 / Shopping Area --- p.26 / Top Fashion Brands --- p.27 / Customer Profile --- p.27 / Marketing Mix --- p.28 / Product Strategies --- p.28 / Pricing Strategies --- p.29 / Distribution Strategies --- p.30 / Promotion Strategies --- p.32 / Chapter IV. --- CASE STUDIES --- p.34 / Case One: Gianni Versace --- p.34 / Background --- p.34 / Marketing Strategies --- p.36 / Management --- p.40 / Critical Success Factors --- p.40 / Problems and Opportunities --- p.41 / Case Two: Celine --- p.42 / Background --- p.42 / Financial Issues --- p.43 / Marketing Strategies --- p.44 / Case Three: Cerruti --- p.48 / Background --- p.48 / Marketing Strategies --- p.48 / Chapter V. --- PROBLEMS IN RUNNING HIGH FASHION BUSINESS IN BEIJING --- p.51 / Over-Estimation of Purchasing Power --- p.52 / Increasing Inflation --- p.52 / Shortage of Supply of Management Staff --- p.53 / Increasing Competition --- p.53 / Chapter VI. --- ACTION PLAN --- p.54 / Employ Experienced Personnel to Head the China Business --- p.54 / Consult Consultants/China Expert --- p.55 / Observe Performance of Competitors --- p.55 / Check Town Planning --- p.56 / Check the Prospective JV Partners --- p.56 / Evaluate the Feasibility --- p.58 / Define the Target Customers --- p.58 / Plan the Marketing Strategies --- p.59 / Product Strategies --- p.59 / Pricing Strategies --- p.60 / Location --- p.60 / Promotion Strategies --- p.61 / Plan the Management Strategies --- p.61 / Awareness of the Environment and Getting Feedback --- p.62 / Long Term Vision --- p.62 / Guanxi --- p.63 / Image and Identity --- p.64 / Chapter VII. --- CONCLUSION ´ب --- p.65 / APPENDIX --- p.66 / BIBLIOGRAPHY --- p.68

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