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Daphne Marketing Strategy

Author: ZhangMaoHong
Tutor: MaKeLi
School: Jilin University
Course: Business Administration
Keywords: Daphne Marketing Tactics Research
CLC: F426.86
Type: Master's thesis
Year: 2010
Downloads: 1112
Quote: 1
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Abstract


Daphne company (Prime Group) was founded in 1987 in Hong Kong, is a footwear research and development, production, processing and sales-based diversified business group's various businesses throughout mainland China, Hong Kong, Taiwan, Europe and North America . Group at its inception, the main business is OEM-based. In the late 1980s after the opening of cross-strait, Prime began to expand their business in China. 1990 to own (Daphne) brand into the Chinese domestic market. 1995 (Prime Success International Group Limited) successfully listed in Hong Kong Stock Exchange. Currently (Daphne) has become China's first brand shoes, ten consecutive years in the domestic sales of the first single brand. As of now opened a total of Daphne Daphne brand in the country of sale terminals 3077, of which more than 80% of all Daphne's own stores. And Daphne company has become China's footwear production and sales leader. In addition Daphne company in early 2003 to obtain the world with the famous sports brand adidas Originals and NIKE regional cooperation in China, solely responsible for the product in mainland China retail business development. As we all know, in 2008 the U.S. subprime mortgage crisis triggered by the global financial crisis has deteriorated rapidly and spread around the world, the world is experiencing the Great Depression of the 1930s has been the most serious crisis. The crisis on China's manufacturing industry has a huge impact. With the gradual deepening of China's reform and opening up, foreign brands are optimistic about the Chinese market, the consumer, with excellent products and mature marketing management to quickly enter the Chinese market, coupled with some domestic brands have to do everything to snatch a piece of \Father Philip marketing. Kotler (Philip Kotler), said: \Contemporary management guru Peter Drucker (Peter Drucker), said: \and marketing activities of the entire enterprise. From the consumer's point of view, marketing is to find customers' needs and desires, and find ways to meet them; competitors from the perspective of marketing is better than their competitors to meet customer needs and desires; marketing theory was born in the early 20th century in the United States, marketing ideas appeared on American society and the economy have had a significant impact, it gives thousands of enterprises to guide for enterprises developing marketing plans provided. Economic crisis is brutal competition in the market, which adapt to global economic integration market competition status, accelerate innovation and improve the Daphne marketing strategy and successfully deal with the crisis caused by the severe impact on the market, thus the crisis as an opportunity, through the use of Marketing theoretical knowledge to solve the current problems faced by the Daphne company's future survival and development plays a vital role. In this paper, Daphne marketing situation and problems are described in detail, with the marketing of the theory and method in which Daphne's industry background, internal and external environment analysis and research, and ultimately determine the appropriate Daphne is now the company's marketing strategy. Strategies include the main product positioning and development, innovation and marketing channels (strengthening the network marketing channels) and so on.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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