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