中陆进入中国大陆眼镜零售市场的品牌营销战略

上海交通大学硕士学位论文中陆进入中国大陆眼镜零售市场的品牌营销战略姓名：魏信龙申请学位级别：硕士专业：工商管理（MBA）指导教师：李国振2003.1.125000THEBRANDMARKETINGSTRATEGYOFZHONGLUWHICHENTERINTOGLASSESRETAILMARKETINCHINAABSTRACTThereisaveryhugeglassesmarketinChina.Accordingtosimplesurvey,thepopulationhaveglassesareabove300millioninChina.Withimprovementoflivinglevelandconsciousnessofprotectingeyes,moreandmorepeoplewillneedtheglassesofhighqualityandpopstyle.Chineseglasseschainstoresdeveloprapidlyinrecently,butcomparewithAmericanandEuropeanglasseschainstores,theirsalevalueofyeararebeyondRMB100million,onlyonecompanynamedShanghaiSanliangroupaboveRMB100million.theseretailenterprisesfocusinbigcitiessuchasshanghaiandBeijing.Theydonotcareothermiddleandsmallcities.Iftheyareinterestinthesemarkets,theywilldevelopbiggerandmorerapidly.Theretailstoresalwaysdroppricestoattractcustomers.WithChinahavejoiningWTO,thismethodhavelostit’seffects.AndbrandcompetitionwillbecomethemostimportantwayinChina.AccordingtoexperiencesofZhonglucompanyinChineseglassesretailmarket,theauthorputsforwardanewideathatthebrandstrategywillbecomethemosteffectivewayofChineseglassesretailmarketinfuture.Theauthoranalysesthepresentsituation,developingtrendandcustomersbehaviorsofChineseglassesretailmarketinthisarticle.Andtheauthordescribesthedetailmethodofcarryingoutthebrandstrategy,includingbrandposition,brandestablishing,brandmanagement.KEYWORD:Glasses,Retailmarket,Brand,Marketingstrategy2003110MBA130%3ABCDMBA2199535200212419%CR-3919952.8720029.5133.33%18.5%53.30%17.45%10.15%10020003.3168.67%5000ISO900011MBA2199535200212419%CR-3919952.8720029.5133.33%18.5%53.30%17.45%10.15%10020003.3168.67%5000ISO900011MBA32ABMBA32ABMBA4C2019852003DOK3A9%BCMBA4C2019852003DOK3A9%BCMBA5DE220026122231202002120100AMBA5DE220026122231202002120100AMBA5DE220026122231202002120100AMBA6IEBC2ABUV400CECUV400UV300100%CE3MBA6IEBC2ABUV400CECUV400UV300100%CE3MBA6IEBC2ABUV400CECUV400UV300100%CE3MBA7A500100%5071.1%a.b.c.4060%Ba.6-0.34DS0.12DS3+0.64DS0.12DS5b.0-50%1-120021/-4.00DS~-1.00DS/0.00DC~+1.00DC20026132/-4.00DS~+1.75DS/-1.00DC~+1.75DC2002623-9.50DS~-1.75DS/+0.50DC~+1.75DC2002634/-8.50DS~-2.50DS/0.00DC~+1.00DC2002635/-9.00DS~-3.50DS/0.00DC~+1.00DC20026206/-4.00DS~-1.50DS/0.00DC~+1.00DC20026157/-2.00DS~+2.25DS2002648/-4.00DS~-1.00DS/0.00DC~+1.00DC20026159/-6.75DS~-3.00DS/0.00DC~+1.25DC20026610/-5.00DS~-1.75DS/0.00DC~+1.00DC20026511/-3.75DS~-2.25DS/+0.50DC~+0.75DC20026912/-4.25DS~-1.75DS/0.00DC~+1.00DC200265MBA81-220021/-3.75DS~-2.50DS/0.00DC~+1.00DC20026172/-6.75DS~+3.25DS/+0.50DC~+1.25DC2002673/-4.50DS~-2.00DS/0.00DC~+0.75DC20026164/-5.50DS~-2.50DS/0.00DC~+0.75DC200269c.Ca-3.25DS-3.25DS-3.50DS-3.00DSbcdAdd+5.50DSMBA9AB3C25000LenscraftMBA9AB3C25000LenscraftMBA10112-11223MBA10112-11223MBA11452-21509%10040%100~30035%300~100020%10005%2530005500101520100230003100023MBA124522001WTO1200015%10%2WTO53049%MBA124522001WTO1200015%10%2WTO53049%MBA13CR-39PC(1)AOKBC22002ABC3MBA14ABC4AB5ABCDMBA15MBA161123452002002001001002MBA161123452002002001001002MBA171€€€10~18€18~30€30~40€40~50€50~70€€€€€€1000€1000~2000€2000~3000€3000~5000€5000~8000€80002€€€€€€€€€€€€€€€€€€€€€€€€€MBA183€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€€4€€€€€€€€€€MBA19€€€€€5€€€€€€€€€€€€€€€€€€€€€€6€€€€€€€MBA2031A58%14.6%11.66.2%4.7%4.0%1.5%11.6%BC14.1%16%69.9%D39.3%23%15.1%14.8%13.8%10.9%E48.4%26.4%9.1%4.9%9.4%66.7%2A44.2%MBA2031A58%14.6%11.66.2%4.7%4.0%1.5%11.6%BC14.1%16%69.9%D39.3%23%15.1%14.8%13.8%10.9%E48.4%26.4%9.1%4.9%9.4%66.7%2A44.2%MBA2127.7%14.8%12.3%1%B61.5%33.6%8.6%11.6%C33.1%21.2%9.6%4.9%3-1D30.4%20%19.5%12.8%2.7%1E48.4%23.2%19%4.9%3.5%F59.8%39.3%G42%38.8%34.1%15.6%19%4.0%MBA223AM23-2215.8%33.6%27.4%13.1%8.1%B47.2%23%13.6%8.6%6.7%C36.8%30.6%14.8%13.1%4MBA223AM23-2215.8%33.6%27.4%13.1%8.1%B47.2%23%13.6%8.6%6.7%C36.8%30.6%14.8%13.1%4MBA223AM23-2215.8%33.6%27.4%13.1%8.1%B47.2%23%13.6%8.6%6.7%C36.8%30.6%14.8%13.1%4MBA23MA36%33.8%16.5%11.6%B44.4%27.7%24%22.5%16.8%14.6%12.8%10.1%4.9%4.4%13-1%44.4110.1824327.7212.8714.6622.544.9916.854.410C43.7%40.7%16.5%14.3%10.6%13.8%6.7%10.9%23-2%43.7140.7216.5310.6714.3413.856.7810.9634.1%29.6%13.8%14.1%12.8%9.9%58.4%40.7%25.2%MBA23MA36%33.8%16.5%11.6%B44.4%27.7%24%22.5%16.8%14.6%12.8%10.1%4.9%4.4%13-1%44.4110.1824327.7212.8714.6622.544.9916.854.410C43.7%40.7%16.5%14.3%10.6%13.8%6.7%10.9%23-2%43.7140.7216.5310.6714.3413.856.7810.9634.1%29.6%13.8%14.1%12.8%9.9%58.4%40.7%25.2%MBA249.6%2.2%55.8%33.6%50%59.1%67.3%74.4%77.8%333-350.0%50.0%40.9%59.1%32.7%67.3%25.6%74.4%22.2%77.8%20.7%MBA2511234140%45%15%2MBA2511234140%45%15%2MBA26380%360004000100%1012321231MBA26380%360004000100%1012321231MBA276000~80002000~300030~100260002000100035012MBA28123150%1232MBA28123150%1232MBA29190.16%A20021222384.4%19.8%BC200DISO90012000100%2MBA29190.16%A20021222384.4%19.8%BC200DISO90012000100%2MBA29190.16%A20021222384.4%19.8%BC200DISO90012000100%2MBA30AabcBabCMBA313AabOTMSOCQCcBabMBA313AabOTMSOCQCcBabMBA32Cab31AB2302335200300231/32MBA32Cab31AB2302335200300231/32MBA32Cab31AB2302335200300231/32MBA33535123A70%abcdefBaMBA33535123A70%abcdefBaMBA34bc41ABCDE2AMBA34bc41ABCDE2AMBA34bc41ABCDE2AMBA35BCDE3A