本文選題：旅行箱包 + 中國(guó)市場(chǎng)��； 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(huì)生活中不可或缺和展示形象與地位的物品之一。我國(guó)是全球最大的箱包生產(chǎn)國(guó)和出口國(guó)，國(guó)內(nèi)市場(chǎng)增長(zhǎng)勢(shì)頭強(qiáng)勁，年增長(zhǎng)率達(dá)到20%，高居全球之首，前景廣闊。近年來(lái)，國(guó)內(nèi)市場(chǎng)上出現(xiàn)了很多國(guó)際品牌，他們?cè)缫衙闇?zhǔn)中國(guó)市場(chǎng)，不斷地尋找合適機(jī)會(huì)進(jìn)入中國(guó)市場(chǎng)。瑞士軍刀WENGER也是這些國(guó)際品牌之一，試圖憑借品牌優(yōu)勢(shì)進(jìn)軍中國(guó)箱包市場(chǎng)。但中國(guó)箱包市場(chǎng)競(jìng)爭(zhēng)已經(jīng)十分激烈。國(guó)際品牌要中國(guó)市場(chǎng)站穩(wěn)腳跟，就必須盡快取得一定的市場(chǎng)份額，，否則很快就會(huì)被國(guó)際品牌洪流所淹沒(méi)。因此，WENGER箱包要根據(jù)中國(guó)市場(chǎng)情況、品牌特色和經(jīng)營(yíng)狀況制定出符合在華營(yíng)銷策略，這關(guān)系到WENGER箱包在中國(guó)市場(chǎng)的命運(yùn)與發(fā)展。 本文在對(duì)品牌營(yíng)銷、市場(chǎng)營(yíng)銷組合等理論綜述和前人對(duì)國(guó)際在華消費(fèi)品營(yíng)銷經(jīng)驗(yàn)總結(jié)的基礎(chǔ)上研究WENGER箱包在中國(guó)市場(chǎng)的營(yíng)銷策略問(wèn)題。首先介紹了WENGER箱包的背景和在中國(guó)市場(chǎng)發(fā)展的基本概況，從中國(guó)箱包市場(chǎng)的宏微觀營(yíng)銷環(huán)境入手，分析了WENGER箱包在進(jìn)入中國(guó)市場(chǎng)后如何選擇目標(biāo)市場(chǎng)，品牌定位的過(guò)程。接著分析了WENGER箱包在華的主要營(yíng)銷策略，再通過(guò)對(duì)比分析WENGER箱包實(shí)際經(jīng)營(yíng)狀態(tài)，找出WENGER箱包營(yíng)銷策略中存在的問(wèn)題與不足。本文就著重從WENGER箱包品牌管理、渠道建設(shè)、價(jià)格策略及品牌推廣等方面進(jìn)行了探討，提出了針對(duì)性改進(jìn)建議和對(duì)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(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F416.8;F274

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