An Thesis On Fashion Wholesale Market And Consumer's Behaviorism

The main purpose of thesis is to analyze how Korean and Chinese fashion malls succeeded in each market focusing on wholesale mega malls like Migliore, Doosan Tower, Freya Town, and Hello APM in Seoul and malls on Qipu road in Shanghai by looking into the variables influencing consumers' behaviors and selection coefficients of the malls. Based on the analyses, the thesis focuses the on leading factors in the successful developments of wholesale megamalls' marketing models and plans.Up to the middle 1990s, Dong-Dae-Moon Market had been under the influence of Nam-Dae-Moon market only with small functions of distracted wholesales. However, its function started to be reevaluated and became greater than ever as a large wholesale market started to be formed in the late 1990s. Lately, compared to Nam-Dae-Moon market, it is larger and more influential wholesale market with its regionally representative mega-malls such as Migliore, Doosan Tower, and Freya Town. Furthermore, Hello APM, a new comer in Dong-Dae-Moon area, is rapidly expanding its market with the same customer targets like Freya Town.Qipu commercial district was constructed as a market for tea leaves and agricultural products in the late 19th century. In the 20th century, especially in 1980s, it transformed into a market for clothing. In the early 21th century, Qipu commercial district thrived with its four indoor markets (four main malls as New Qipu, Xingpu, Chaofeijie, Kaix uancheng), specialized small malls (Tiangu Town for Children's clothes, Jining Shop for Women's Clothes Shop, Qipu underground stores), and 300-400 grand shops for clothing and accessories.This thesis has an in-depth study of marketing strategies of these mega-malls by analyzing the differences between variants in product R&D, place (decoration of stores), price, place, and promotion. From the analysis of variance, it can establish an assumption that there is a discrepancy between marketing plan and store management. Based on the analysis of Duncan, this thesis sees the strongest links of each mega malls and the most influential factors to customers' selection.In the factors related to R&D and marketing, Doosan Tower has the edge in the distinctive design, new arrivals, and fashion. Hello-APM has an edge in the varieties or completeness of its goods, and is evaluated as the strongest mall in the category of fashion popularity.In the strategies of place (decoration), Migliore is rated as the best place in the ambience and reasonable price. The lightings in Hello APM are the best preferences of customers. Doosan Tower is the best on the other grading scales. On this strategy, customers think the most highly of reliabilities of mall and seller, fashion, comfort and lighting.Freya Town has an competitive edge over other malls in price strategies.Doosan Tower is the most competitive in promotion, especially in advertisements while Hello APM is the best in performances. From the research, it is found that performances and promotion activities are very influential to customers.Doosan Tower is graded the best shop in facility and colorfulness of store decoration, knowledge of sales person, and decorations of goods. Freya Town was the best in fitting room and parking system. Hello APM is the best in other scales.Concerning the preferences of customers, they tend to select Miglore as they have more affinity to it. However, the statistics shows that Doosan Tower is the best mall in 4P strategy. In reality, customers like to go to Doosan Tower for shopping. The excellence in 4P strategy means the success of Doosan Tower.On the researche of Qipu commercial district, the thesis conducted the analysis with the first or second hand materials by comparing it with Dong-Dae-Moon Market.