The Marketing Strategy Study On Pierre Cardin Underwear In The West Coast New Area Of Qingdao

The West Coast new area of Qingdao was established as a new area by the State Council in June,2014,becoming the ninth National Area in our country.The west coast new area of Qingdao,as a new growth pole of regional economic development,will facilitate Qingdao to develop into international coastal metropolis.With the establishment of the new area of the west coast,it has become the key focus of national policy,which endows great favorable policy to the further economic development.Qingdao Datong Textile Development Co.,LTD.,founded in 1992,has been authorized the rights on development,production as well as sales of Pierre Cardin garments in 1999.It has also acquired entitlement on development,production and sales for the Great China Region,with all categories of this brand in July,2014.After ten years of development,Pierre Cardin has obtained a certain market and brand influence.Qingdao Datong Textile Development Co.,LTD.wants to seize the opportunity to explore Pierre Cardin's market in the West Coast new area of Qingdao.Behind great policy opportunities,however,there are always fierce competitions,because of which it is of crucial importance to have a thorough study on the marketing strategy of Pierre Cardin in the West Coast new area of Qingdao,thus making the market expansion possible.The thesis starts with the analysis on research background,thus putting forward the necessity of the marketing strategy study on Pierre Cardin underwear in the West Coast new area of Qingdao.It then moves on with all related literature review at home and abroad,finds out the frontier theory on current marketing study as well as interpreting theories on marketing strategy,environmental analysis and marketing mix strategy.On the basis of all mentioned above,the macro environment of Pierre Cardin underwear in the West Coast new area of Qingdao was analyzed,from the political and legal,economic,social and cultural,technological aspect,while analyzing the industry environment and internal environment of this line of industry.It clarifies all the advantages,disadvantages,potential opportunities and threats of Pierre Cardin.Upon all the analysis,the thesis drafts up strategic plans and determines the target markets,then finally comes up with the marketing strategy for PierreCardin on product,price,channel and promotion respectively.To ensure the implementation of the marketing strategy,the recruitment,retail outlet choice and perfect service have been given great attention,thus making the marketing strategies of Pierre Cardin in the West Coast new area of Qingdao a great success.