瑞士手表厂商在中国大陆市场的营销战略论文.docx
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瑞士手表厂商在中国大陆市场的营销战略论文.docx
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瑞士手表厂商在中国大陆市场的营销战略论文
Content
Introduction2
1.Productfeatures3
SWOTanalysis:
3
2.Targetmarketanalysis(Chinesemarket)5
PESTanalysis5
3.Marketingstrategymaking-HowtoconnectSwisswatchwithChinesemarket7
Segmentation:
7
Chinesemarketentrymode9
AIDAanalysis-RelatedMarketingstrategy10
Conclusion12
References13
Appendix14
MarketingStrategyMaking-HowSwissmadeWatchEnterChinesemarket
Introduction
Marketingcanbeconsideredaprocessthatcompanythroughtosatisfyconsumersgetprofits.Inthisprocesstheproductsorservicesarethemediatoconnectwiththeconsumers,andtheconsumersasthetargetofthestrategyplaythepushinghandrolebehindthewholeprocess.SobaseonthisphenomenontheMarketingalsocanbeconsideredtheprocessofcontributingtheconnectionbetweencompanyandmarket.Marketingasanimportantcomponentofmodernbusinessofferssystematicstepsandstrategyforenterprises.Present,theinternationalizationandglobalizationhavebecometheimmutabletruthofthebusinesstrend.Thus,theinternationalmarketingcoverthewholeprocessofentersnewmarket.Forexample,Toyotachoosesrichproductslinetosegmentingtheirmarket,andusejointventureFDItoentertheforeignmarket.(Simms,2002)ThisstrategyhelpToyotagetsuccess.ThereisakeypointofToyotamotorthatistheirproducts.Toyotashowstheconsumersthehigherqualityandthelowerprice.Inthisprocessmarketingplaythekeyroleofmarkettargeting,segmenting,andpositioning.Thoseelementsillustratedtheimportanceofinternationalmarketinginbusiness.
ThisreportwillanalysetheinternationalmarketingstrategyintopicthathowtomaketheSwissmadewatchentertheChinesemarket.AsoneoftheemergingmarketChinesemarketdisplaythehighspeedgrowthindemand.Underthissituation,multinationenterprisesputlotsofattentionsontheChinesemarketshare.DifferentindustryanddifferentserviceswanttakeaspaceinChinesemarket.Swissmadewatchisatypicalindustryinthisprocess.
1.Productfeatures
Companycannotignoretheimportanceofproduct.ProductismainbodyoftheMarketing.Everymarketingstrategyshouldbeenmadebaseonthefeaturesofproduct.ThroughtoanalysethosefeaturescorporationscouldmaketheaccurateandsuitablestrategyforMarketing.
TheSWOTmodelisamodeltoanalyseabusinessfromstrength,weakness,opportunity,andthreat.InthisreportSWOTmodelwillbeusedtoevaluatetheSwissmadewatch(Fine,2009).
SWOTanalysis:
Strength:
Swisshashighprofessionalwatchmade&designsysteminwatchmadeindustry.ThelonghistoryinwatchmadehelpSwitzerlandcontributetheirownsystematicandstandardproducingline.Inhumanresourceaspect,somanytalentsofwatchmadegettogetherinSwissland.Thelonghistoryandprofessionalcraftbuildthehighpositioninwatchmadeindustry.Forexample,infashiondesignindustry,ifthejoinerdesignerswantgetsmoreprofessionalskillexperienceandhighpositioninwholeindustry.TheyhavetogoItalyandFrancetoimprovetheirprofessionalskillsandaccumulateexperiences.(Snell,2011)longhistorymeansdeepbackground;peopleprefertochoosetheproductswhichhavelongerhistory,especiallyinwatchindustry.Furthermore,SwissstayinthetoppositioninwatchmadeindustrybecauseofSwissholdthecoretechnologiesandskillsallthetime.Fromthedatapeoplewillfindthatthereare54%watchbrandestablishinSwitzerlandand90%oftheworldmanufactureslocatedinSwitzerland.(Brozek,2004)Inaddition,COSC(ContrdeOfficelSuissedesChronometres)hasbecamethemostauthoritativeorganisationofwatchtest.SeemsSwissnotonlysetastandardforthewholeindustry,butalsoSwisshasmadetherulesforwatchindustry.
Weakness:
WecallthewatchSwissmadebecauseofthewatchismadeinSwiss.IfSwissmadewatchseekotherplacewhichwithlowerlabourcostthewatchwilllosethebrillianttraditionalcultureandposition.Thus,thehighcostofSwissmadewatchleadtothehighprice.ThealmostSwissmadewatchareexportfromSwitzerland,sotheefficiencyandcostofdeliveryisabigissue.Theprocessofexporttakesverylongtime.Theconsumershavetotakethehightariffinpurchasingstage.Forexample,ChinesegovernmentsetmorethantwicetariffforluxurygoodsinChina.Thisactionmakesexportluxurygoodsalmostlostthemarket.
Opportunity:
EmergingmarketisadirectionthatSwisswatchstrategyshouldfocuson.ThehighspeedgrowthofdemandbringsbigopportunityforSwisswatchindustry.Globalizationoffersaplatformforenterprisetodevelopbusinessinforeignmarket.Alsotechnologysupportsthenewchanneldevelopingformarketing.E-businesses&E-commercehavebecomeanewchannelinmarketingarea.
Threats:
ThethreatsofSwisswatchexistinindustrycompetition,likeJapanesewatchindustrywhichistheoneofthemostpowerfulcompetitorinwatchindustry.Japanesewatchisfamousforthehighqualityandcheapprice.Otherthreatcomesfromthefunctionaltransformation.Themainfunctionofwatchistimereading,but,therearemoreproductscanreplacethewatchbysamefunction.Forexample,cellphoneisaproductappearedinmodernsociety.Cellphonehasshorterhistorythanwatch,butthecountofcellphonebeownedaremorethanwatch.Almosteverycellphonehasthetimereadingfunction.Cellphonehaswilderfunctionthanwatch,likealarmreminding,eventrecording,andpeoplecanselecttheskinbytheirinteresting.Highcostswillobstructthedevelopingofwatchindustry.Inaddition,themainthreatcomesfromtheirlocalindustry.Therearebrandbelongtothedifferentcompanies.SothetruthisSwisswatchindustryhavetocompetewiththemselves.
2.Targetmarketanalysis(Chinesemarket)
Inthiscase,Chinesemarketisthetargetmarketwillbeinganalyseandevaluate.Chinesemarketasoneoftheemergingmarketswhichhasthelargestpopulationaroundtheworld.Inbusiness,thepopulationcannotbecomethebasicsofstrategymaking.Thedirectdemandistheresourcesofpurchasingpower.Inordertoreachthegoalofriskreducing,marketanalysisshouldbeanimportantstepinmarketingprocess.Therearemanydifferentelementsinfluencingthemarketanalysis.Soanaccuratetoolofmarketanalysisisnecessarily.PESTisascientificandsystematicmodelintargetmarketanalysing,andthroughthepolitical,economic,andtechnologicaltoevaluateatargetmarketifitprofitableforthewholemarketentrystrategy(Fullen,2006).
PESTanalysis
Political:
Chinaasanemergingmarketwhichhasthespecialpoliticalenvironment.Nomatterthelocalenterprisesorforeigncooperation,theyhavetonoticethegovernmentpoliticseverymomentinChina.GovernmentdecisionsarethemostimportantelementinChinesemarket.Chinesegovernmenthasabsolutepowerinbusiness.Swisswatchrecentlyhaslearnedthetruth.Ontheonehand,Chinesegovernmentsetthetaxrateis47%forSwisswatch.(Shuster,2006)Thispolicyleadtohugegroupofconsumerschoosesshoppingoverseas.SomeSwisswatchbrandhavetoreducethecountoftheirstoresinChina.Forexample,thefamousSwisswatchbrandAudemarsPiguetclosed6storesinmainlandofChina.(Minder,2013)Ontheotherhand,countofconsumersreducedbecauseofthegovernmentreform.TheChinesegovernmentattempttotransfertheirownsystemandstyle.Chinesegovernmenttriestochangethesituationofcorruptionwithintheirownsystem.ThegovernmentofficialusedwerethemainconsumersoftheSwisswatch,butnowgovernmentnotallowtheyacceptorbuytheluxurywatchanymore.Thisisaimpactforwatchindustry.
Economic:
Chinanowslowdowntheirspeedofeconomicgrowthbecauseofthedepressedofglobaleconomic.Globalizationbroughthighspeedgrowthofeconomicinlastdecade.NowGlobalizationbringsissuesforChineseeconomic.Likethehighinflationrate(6.4%inMay2012)andthehugegapbetweenrichandpoor.Basedonthissituation,theforecastofeconomicofChinaisnotpositive.However,peoplecannotignoretheeffectsofgovernment.Undertheglobalization,non-countrycandeveloptheeconomicindependently.
Socialculture:
Socialisacomplextopicanywhere.InChina,thesocialconditionismorecomplexeventheChinesepeoplecannotunderstandtheirownsociety.Forabusinessmanager,thebestwayisdonottouchthedeepersocialcultureonlyfocusonthebusiness.Chinaistheoldestcountryintheworld.Ithasrichvarietycultureandart.Chinahasownartsystem.Nomatterthelanguage,text,andmindaretotallydifferentfromWesternCountry.Thereare56ethnicgroupsinChina.Thelesspeoplecountethicgroupshavemorespecialrights.EthicHanisthelargestethnicgroup.GuanxiisapopularChineseworldspreadaroundtheworld.Guanxiistherelationshipbetweenpeoples.ThestructureofrichpeoplemakesabigopportunityforSwisswatchindustry.There3millionfamiliesnetcapitalover1.50milliondollarinChina.Theyoungpeoplewillgetthemostoftheasset.ThisisconsiderednaturallybyChinesepeople.Chinesepeopleprefertosavingmoneythanconsume.SotherichChinesefamiliesalwaysdonothaveanydebt.Chinesepeopleverycareabouttheimageorfaceinotherpeople’smind.Theywillspendmoneytomakeselflooksgood.
Technological:
Chinahasalreadyhadthemoderntransportationnettoday.ThisconditionsupportChinacancatchtheefficiencyoftheexportandimport.Chinaislearninghowtomakeitselfadaptinnewbusinessenvironment.TheeducationistheweaknessofChinesepeople.Theyknowtheprinciple,buttheydonotknowhowtomakeitrunning.Thepracticeexperiencesarethenecessaryknowledge
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- 瑞士 手表 厂商 中国大陆 市场 营销 战略 论文