China's Footwear Market Brand Marketing Study

Foreign enterprises have well understood the effect of the brand, as well as taken advantage of the brand to create value for the enterprises themselves. Chinese enterprises are catching up. Some are still in the half way of the branding operation. Some are doing it with much ease. Global financial turmoil hit Americans and Europeans hard, and China too. Fortunately, most figures and forecast showed that China economy would grow much faster than the other countries do, soon, it would surpass most of developed countries. The brands owned by Chinese enterprises will grow with great opportunity.The thesis includes the structure of six chapters:Chapter 1 tells the background of the research and the meaning of it. Chapter 2 reviews the definition of the brand, and illustrates the value of the brand and function of the brand. Chapter 3 has a research on shoes market, then presents the current situation of supply and demand in the industry, and discuss about the Shanghai consumer behavior and purchasing tendency. Especially, under the global financial crisis, consumers were driven to change by the change of the market and the industry. In the very near future, Chinese shoes industry would face the tremendous challenges. Brand marketing strategy definitely needs to know the future market of Shanghai.Chapter 4, the focus, analyzes Crocs brand strategy - firstly, introduce Crocs origin and the current situation in Shanghai. Secondly, it simplifies the structure of the brand marketing operation and the analyzes the Crocs brand. One assumption for feasible segment was made for the analysis. It then follows the structure of the brand marketing operation to exercise the marketing planning for the specific segment. Chapter 5 focuses on the Chinese brands. It understands the current situation and makes proposals to the brand marketing. Chapter 6 summarizes the deficiency and the limitation of the research.