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英国essay代写:Intercultural marketing of apparel enterprises

2018-11-07 | 来源:51due教员组 | 类别:Essay代写范文

本篇essay代写- Intercultural marketing of apparel enterprises讨论了服装企业的跨文化营销。如今,越来越多的服装企业在实行跨省或跨国经营。市场虽然扩大了,但同时也带来了资金、人员等管理上的诸多不便和成本的增加,特别是文化的差异成为营销过程中不可忽略的问题,对营销的最终效果形成了影响。服装产品通过款式、颜色、材料等方面,体现特殊的文化风格。不同的地区和国家有不同的审美和物质价值取向,这些都是服装企业在进行跨文化营销的时候要注意的。本篇essay代写51due代写平台整理,供大家参考阅读。

Intercultural marketing,跨文化营销,essay代写,代写,paper代写

As China attaches great importance to the establishment of famous brand clothing and the upgrading of clothing products, as well as the favorable opportunities provided by WTO and the increasingly mature brand management, more and more apparel enterprises are carrying out cross-provincial and multinational operation. Although the market has expanded, it has brought a lot of inconveniences and increased costs in the management of capital, personnel and so on. In particular, cultural differences have become an indispensable issue in the marketing process, which has an impact on the final marketing effect. It is estimated that the consequences of cross-cultural marketing mistakes include:

It may damage the relationship between enterprises and the dispatched regions, directly leading to business failure. It may damage the local image of enterprises, products and brands and lose the market. May destroy the marketing channel established by the enterprise. The local branch or office itself may be damaged in efficiency, cohesion and office order. The failure of the expatriate personnel themselves suffered losses, affecting their future career.

Clothing is the carrier of culture, the polymerization potential associated with the traditional culture of quite a lot of information, and ethnic costumes in various areas of the world to the consumer's aesthetic, judgment, way of thinking and behavior are subject to exert a subtle influence on their cultural background, therefore, in the cross-cultural clothing products marketing, must fully consider the problem of cross-cultural marketing, make full preparation, to develop a full range of effective marketing plan, we can calmly deal with the impact of culture differences.

The development of cross-cultural marketing strategies of apparel enterprises is actually a process of planning how to effectively communicate cross-cultural information. In this process, the sender, the receiver and the information itself will be influenced and restricted by cultural factors, thus leading to information distortion. Should be fully considered: on the one hand, from the aspects of cultural attributes of apparel products, to ensure that the information itself is correct, on the other hand from the administrative culture strategy, ensure enterprise target regions - the information the receiver's actual situation, in the end, by adopting the appropriate way into the different cultural region, make information in the mail way is easy to accept.

Clothing products reflect special cultural styles through styles, colors, materials and other aspects. Different regions and countries have different aesthetic and material value orientations. Japanese consumers like suave ties, and brightly colored ties are suitable for sale in southeast Asia. Cream-colored, brown and large-bar suits are suitable for the skin tone and temperament of the white people. Chinese consumers prefer the sedate dark blue and dark gray suits.

In our country, there are also great cultural differences in different regions, especially in the north and south. The success of some brands and some styles in one region and the failure of another region are factors of cultural adaptability, and many brands are faced with marketing obstacles in this regard. In Beijing, Chinese children's clothing is favored by consumers and has a good sales momentum, according to a market survey conducted by hc360.com in the Spring Festival of 2005. And in Shanghai, Chinese style children's clothing market is very flat, the consumer there is more inclined to dress the child in the festival "westernization" a few, can go choosing fashionable feeling thereby strong design.

When garment enterprises plan to carry out interprovincial or multinational operation, they should carry out the following work in terms of cross-cultural operation strategy:

It is necessary to conduct a detailed study on the culture of the destination and select areas suitable for its product route, price positioning and a considerable number of customer groups suitable for brand positioning.

After the region is selected, the general aesthetic and cultural taboos of the destination should not be violated in the principle of product selection.

When conducting intercultural business, we should also consider carefully the selection of expatriates, the development of business strategies, marketing approaches and public relations principles of the companies to be dispatched.

To enhance the ability of cross-cultural operation through training, and hire suitable personnel to work in other places. Through books, seminars, courses, websites, videos and other forms of cultural training, employees can consciously understand and learn about the culture of the place of dispatch, and bring this awareness to the place of assignment, which can reduce the opportunity of cross-cultural mistakes.

The business strategy of the company to be dispatched, especially the marketing channels and public relations methods, must be determined with the help of high-quality personnel or advisory groups familiar with local conditions. When encountering problems of cultural differences, cultural consultants are more needed to translate and explain. Cultural advisors can also send personnel for further training.

Enterprises can cultivate diversified corporate culture and enhance their adaptability. This diversity can be achieved through the establishment of an open environment, the learning of multiple cultures, and more directly through the employment of diverse talents. Companies should encourage a positive attitude towards cross-cultural understanding and learning, which is not only good for cross-cultural operation, but also good for the healthy development of the company itself.

There are three ways to enter different cultural areas: infiltration, invasion and approach. Proper cross-cultural marketing can make local consumers more receptive.

The infiltration method is applicable to conservative countries or regions where national culture or religious culture dominates and consumers are not used to accepting new things. Enterprises should pay special attention to the culture of this region, and product design, advertising and marketing methods should be carried out in full accordance with local practices, otherwise it will cause aversion. The enterprise infiltrates the local society, accumulates certain market, after having a few influence, make public oneself individual character culture again. This approach is more relaxed.

Invasions are suitable for countries or regions with fast economic development and open mind. If the company determines that its culture is more advanced and modern than that of the place where it is sent, it can directly enter the market with its own culture and cater to local psychological needs. In this way, many international famous clothing brands directly impact the Chinese market.

The approach is applicable to international countries or regions with advanced economy and cultural progress. Enterprises need to improve themselves and integrate with international standards, and then choose the unique national temperament as the product positioning to attract customers.

The specific operation should not only be selected according to the overall culture of the target market, but also consider the characteristics of the product itself and the consumers. For example, China's market can be regarded as a learning market with an open mind, which is quick to accept new things. However, if some traditional forms of product marketing are deep-rooted, or the target group is a more conservative group, it can be considered as a conservative market.

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