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Product Design Strategy of International Brand Products to Enter the Chinese Market

Author: ZuoZuo
Tutor: LinJianFang
School: Donghua University
Course: Mechanical Design and Theory
Keywords: International brand Chinese market Product design strategy Clothing brandAvirex
CLC: TB472
Type: Master's thesis
Year: 2014
Downloads: 77
Quote: 0
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Abstract


With the rapid development of Chinese economy and the global economic integration accelerated, more and more international brands enter the Chinese market, the common problems of international brand products to effectively integrate into Chinese market appear. Therefore, this paper rely on the support of product strategy theory and a large number of cases study, from product culture docking strategy, product structure adapting strategy, product shape selecting strategy three aspects to research on the product strategy of international brands in Chinese market, then put forward a set of method and process about product design strategy of international brands to enter the Chinese market to cope with the market competition and meet consumer preferences, combined with the American clothing brand Avirex enter the Chinese market to verify the method and the process is feasible and effective.The value of this set of tools is to provide a possibility of international brands to enter Chinese market from product design strategy. Fit cultural value with consumer needs through the product culture docking strategy; combined with market competition and the ability of the enterprise effective adjust product structure through the product structure adapting strategy; establish the concept and visual level of product shape through the product shape selecting strategy, provide the theoretical support for the selection of products. It can be used to guide the international brands to adjust product strategy to enter Chinese market, overcome the problem that doesn’t suit the climate, better market share, improve the economic efficiency of enterprises, and complete the implementation strategy of Chinese market, hope this set of tools and methods can help suggesting and guiding international brands.

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CLC: > Industrial Technology > General industrial technology > Industrial common technology and equipment > Industrial Design > Product Design
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