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ID:32065406
大小:11.16 MB
页数:42页
时间:2019-01-31
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1、万方数据AbstractWithcompetitionglobalizationandindustrialcapital,brandhasbecomethemostvaluableassetsofenterprise.”Tocreateastrongbrand.managementofbrandequity”hasbecomethecorestrategyoftheMulti—NationalCorporation,Dependingonthestrongbrandimage,theydominatethemarketandgainhighermarketshare&higep
2、rofits.WhiletheChinalocalcompanybegintorecongniazethatweneedtotransferfromthe”productioncostcompetitionwithlowprofit,nonbrand”tohigherprofitwithownOBMstage.MostoftheloacalcompanybegintotheJVwithintemationalcompanyandlearningbrandmanagementfromthem,theintemationaIcompanyalsogetbenefitfromChin
3、esecostsaving.SohowtohighgrowthintheChinesemarketanddothebrandbuildingbecomethestrategicobjectivesofallkindsofcompany,alsobrandmanagementhasbecometheImportanttopicofChineseenterprisesduringtheirinternationalbusinessdevelopment.Chinaopticalindustrymarketsizereached40BRmbln2012,andChinaoptical
4、industrycanreachs7%averagegrowthrate.Chinawillbetheworld’sbiggestpotentialopticalconsumptioncountry,andalsobecometheglobelopticalmanufactioncenter;NowChineseopticalproductivitiesmet70%opticalneedglobaly.Chinahashugepopulation,Chinahasthehighesttherefractioncorrectiondemandrateint11eworld,but
5、theactualopticalcorrectionrateislessthan1/10ofthatofdevelopedcountries,SOtheopticalbusinessbecomesaverypotentialindustryinChinainthefuture.ForOpticalindustry,theoverallindustrysizeissmallcomparingwithothercomsumerproducts.Nowtherea1.emoreandmoreindividualopticsproductsappeared,especiallyfort
6、helens.regardlessthedifferencepersonalneedsofmyopia,hyperopiaandpresbyopia.Whenwedotheprocessofconsumeropticalproducts,It’Saprocessofmedicaltreatment,whichneeds】otofprofesstionalmedicaltheoryandproduct’Sknowledge.Sotheopticalproductsispositionedasamedicalconsumable.Theopticalsalesmanneedprof
7、essionalmedicalbackground.aswellasoptometrypersonnelinproductoptometrytreatmentresults,technicalparameterSofproduct,optometryprocessing,eitheroneoftheaboveaspectsmatchingunreasonable.willcausetheproducterrorandnotsuitableforthecustomers,whichwillbe
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