Dissertation > Excellent graduate degree dissertation topics show

Ducati Brand Strategy in the Chinese Market

Author: Laura Battelli
Tutor: HuangLuJin
School: East China University of Science and Technology
Course: Business Administration
Keywords: Brand Building Chinese Customer Behaviour Luxury Goods Ducati Performance Lifestyle
CLC: F426.4
Type: Master's thesis
Year: 2011
Downloads: 38
Quote: 0
Read: Download Dissertation

Abstract


The study started from the consideration of the potential of the Chinese motorcycle market being the biggest in the world. The Asian market is characterized by the preference for cheap vehicles with small powerful engine, in comparison with Europe. In the early future the previsions also declare that customers will move until premium brand motorcycle with a higher powerful engine.The thesis will deal with different theories. Firstly there will be the brand building strategy and brand management one, followed by the customer behavior strategy and the implication in the Chinese market and the definition of luxury goods and the trend of luxury goods in China.Furthermore there will be the possibility to define a Chinese customer profile and his approach to the motorcycle market considering his background but, at the same time also which are the new needs of the new Chinese consumer. In order to have a consumer profile will be analyzed the results of a questionnaire.Will be presented the history of the company, the first movements towards the Chinese market and their products, and finally now how they acting in the market.At last, the aim of Ducati is to capture the Chinese customers thanks to an important strategy of brand building and successively continuing with a brand awareness strategy. The company needs to create a fidelity tie with the customer and create on him the necessity to buy a bike as a luxury symbol as a new exciting entertainment. This process is the way to enter the Chinese market and become the n.1 in the sector following the history of other big Italian brands as Ferrari and Lamborghini. The company knows that will be a long term process because the Chinese customer needs to get used to the premium brand motorcycles.

Related Dissertations

  1. Empirical Study on the Top Management Turnover and Performance of Listed Companies in China,F224
  2. Powered Activited Carbon-UF for Treating Micro-polluted Surface Water,X703
  3. The Research of Steel’s Representation in Architecture,TU-0
  4. Partical Combination of Fine Powder Effect on Performance of Cement and Concrete,TU528.041
  5. Experimental Research on the Influence of Hollow Cathode to a Hall Thruster,V439.2
  6. Hardware Implementation of LEO Satellite Channel Characteristic Emulation,TN927.23
  7. Application of Semi-Structure in Leisure Dress,TS941.2
  8. High Pressure Common Rail Diesel Engine Fueled with Biodiesel test under different atmospheric pressure,TE667
  9. Effect of High Level of Copper and Zinc on Growth Performance and Metabolism and Its Content Level in Serum and Deposit in Tissues of Weanling Piglet,S828.5
  10. Effects of Low-protein Diet on Production Performance and Feeding Environment of Piglet,S828.5
  11. Construction of G Bank Yunnan Branch Office of Performance Management System,F272.92
  12. Research on Effect Relationship of the Innovation Resources Environment, Technological Innovation Capability and the Innovation Performance,F273.1
  13. Research on the Impact of Debt Financing Structure Upon Corporate Performance on Listed Pharmaceutical Company,F275
  14. Study on the Trophic Value of Blood Meal by Different Processes and the Effects of Supplements in Broiler Chicken,S831.5
  15. The Effect of Vitamin E and Vitamin C on Growth Performance, Non-specific Immune Response for Cobia, Rachycentron Canadum,S963.1
  16. Effects of Dietary Oil Sources on Growth Perfomance, Lipid Deposition and Blood Biochemical Index of Carassius Auratus Gibelio,S963.1
  17. Performance Evaluation of University Academic Team Based on Balanced Scorecard,G647
  18. Nutritional Evaluation and Feed Effects of Solidago Canadensis in Rex Rabbits,S829.1
  19. Studies on Fermentation of Unconventional Protein Feeds and Their Application in Broiler Diets,S831.5
  20. Effects of the Cyclic Starvation-Refeeding on Growth Performance, Body Composition, Digestive Enzymes and Antioxidant Enzymes of Megalobrama Amblycephala Yih and Cyprinus Carpio Var.Jian,S917.4
  21. The Balanced Scorecard China’s Public Department Performance Management Application,F272

CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
© 2012 www.DissertationTopic.Net  Mobile