소개글
[국제경영] 빈폴 중국 마케팅 전략 제안(영문)에 대한 자료입니다.
목차
1.About Bean Pole
2.Int.ernal Analysis
3.Bean Pole expansion in China
4.Bean Pole International
- Chile
본문내용
1999 ~ 2002 # 1 fashion brand
Line extension
Total Family Brand
Technical Center: international standard, quality
2004 S/S: Shanghai, China
Bean Pole Jeans
Wentworth Miller(Prison Break)
2007 S/S Bean Pole Jeans
- 30 % Sales Increase
19 styles
Less Originality
More Modern look, New style
: Backup Jeans, Crystal Jeans,
Black Jeans, Gray Jeans
Denim products 28% to 36%
Mastige : Mass + Prestigeex) Polo(NII:Chanel), Starbucks(Rosebud)
Outback(Burgerking:Fancy Restaurant)
Koreans Consumption Tendency
Show off
Homogeneity
Emotional comsumption
+ From poor-looking Polo to BEAN POLE
+ Lower price to Same Level
+ Direct control to Branches
Mastige: not a luxury brand
Fast brand expansion: the brand value
참고문헌
소비자학 연구 제 16권(가톨릭 대학교)
광고정보 (2007, 7월)
소비 양태의 변화와 전망www.lgad.co.kr/sub/zine/2002_01_02