安莉芳集团“芬狄诗”品牌营销战略

上海交通大学硕士学位论文安莉芳集团“芬狄诗”品牌营销战略姓名：胡国生申请学位级别：硕士专业：工商管理（MBA）指导教师：李国振20040111SWOTTHEFANDECIE’SBRANDMARKETINGSTRATEGYOFEMBRYGROUPABSTRACTEmbryGroup(hereinafterreferredtoas“Group”)isaprofessionalcompanyspecializedindesigning,producingandsellingladiesunderwear(hereinafterreferredtoas“underwear”).AstheearliestHongKongcapitalcompanytoexploitandspreadmarketinmainlandwhenthemarketisalmostblankinthatyears,“Embry”brandhasalotofchancestodevelopitsbusinesssolely.With10yearsmarketcultivationanddevelopment,“Embry”nowbecomeNo.1initsfieldinthenearfuture.Atthemeantime,Groupfacesmoreandarduousincreasingcompetitionfromitstensofcompetitors.ThispaperfirstintroducestheEmbrygroupandthecurrentmarketsituationofladiesunderwearinChina.Thenthepaperfurtheranalysisitsinnerandouterenvironment,advantages,challengeandchanceswithBaudfivecompetitiontheoryandSWOTways.AndthepaperdefinesthedifferencestrategyofthebrandofFandecieaccordingtoanalysisandthemiddle-gradesubdividingmarketonthelowsideofthebrandofFandecie.ThepaperalsopresentsthedetailsofFandeciebrandmarketingtacticsonhowtomakeandimplement,andanalysesandsummarizesaboutthestrategyimplementationresult.Finally,thepapercarriesonthebriefsummaryandfindsoutitdevelopmenttrendinthefutureonladiesunderwearindustries.Inthesametime,thepaperproposesthatunderwearbrandsshouldbeinpacewithworldtrendsinthemarketcompetitioninthefuture,baseontheviewofinternationalizedcompetition.Withthegroup’seffortsduringthepasttwoyearsandconcreteimplementationofthestrategyofthebrand,Fandeciebrandsuccessfullyaccessesladiesunderwearmarket.Itnotonlysupportsandprotectsthemedium-to-highgradeimageofthebrandandlastinggrowthoftheprofit,butalsowinsanotherprofitgrowthpointofthegroupandexpandstheoccupationrateinladiesunderwearmarketofgrouptogetherwithEmbrybrand.WhatthemoreimportantthingisEmbrygrouptakesintheleadwhencompetingwithtraderival.KEYWORDSladiesunderwear,Fandecie,brand,marketing,strategy120041212003122003121123416.22%15.96%9.96%9.61%5.06%4.88%4.32%3.37%3.43%1.77%1.58%1.24%1.03%21.57%1234567891011121316.22%15.96%9.96%9.61%5.06%4.88%4.32%3.37%3.43%1.77%1.58%1.24%1.03%21.57%515.74%13.66%10.47%10.11%9.54%8.10%7.14%2.91%2.64%2.38%17.31%1234567891019.53%9.46%8.42%7.21%6.89%6.61%3.24%1.99%1.82%1.81%33.02%1234567891015.97%13.99%9.55%8.96%7.52%7.19%5.62%2.11%2.05%1.76%25.28%1234567891029.11%17.78%12.62%5.91%3.75%1.94%1.91%1.73%1.72%1.46%22.07%1234567891015.89%15.17%10.34%9.86%8.52%7.44%4.62%3.75%3.48%3.09%17.84%1234567891014.94%13.00%12.58%11.60%6.46%5.80%3.77%3.29%3.16%2.75%22.65%12345678910678910037591.72799.82755.61719.8165.9273.2873.1842.1745.4644.3154.7160.2214.21118%14%24%24%12%8%121314²²²15²²²²²²²²²²²²161718AB300020%1915002500-2003200-50450AA1A2A3A4BB1B2B3B4CC1C2C3C4DD1D2D3D420212223242526272829b3031323334123456789101112200126292111300722322628222924712183213022492226208116%20022531252336941978223221772089264325362208241625045%200330382490370924562083264226142922273410%35200060001000014000180002200026000300001-11-21-31-41-51-61-71-81-91-101-111-12200060001000014000180002200026000300003612345678910111220021381642401151321281361721261301571622003366234376236251279315316256+95%1-11-21-31-41-51-61-71-81-91-101-111-121-11-21-31-41-51-61-71-81-91-101-111-1237200220031-9-445-2%+1005+8%+1800+1280+95%+1355+5%+2285+10%²²²²²²38²²39404142434445安莉芳集团“芬狄诗”品牌营销战略作者：胡国生学位授予单位：上海交通大学相似文献(1条)1.会议论文曹海辉品质管理、专利技术、标准化战略夯实品牌建设的基础2009@@安莉芳创办于香港，经过30多年的发展，已经成为了一家具有自主设计、制造、市场推广、分销及零售能力的垂直纵合式女性内衣公司，安莉芳控股有限公司于2006年在香港联交所主板上市。迄今为止，集团的零售业务遍及中国内地、香港、澳门等40多个大城市，销售点1500多个。产品包括胸围、内裤、睡衣、泳衣、束身衣、棉毛内衣等。公司旗下有高雅、时尚、舒适、健康，功能强大的“安莉芳”品牌；有自然、时尚、个性，拥有卓越性能价格比的“芬狄诗”品牌；崇尚清新健康的生活方式，注重产品功能性，随时随地带给您一份特别的呵护的“COMFIT”品牌；拥有国际最高品位的高档奢华的“Lizacheng”品牌等。本文链接：授权使用：上海海事大学(wflshyxy)，授权号：91fd55d6-008f-4416-9499-9dc40145ea08下载时间：2010年7月31日