The Research of Ladies Footwear Marketing Channel－Instance of Mainland China

• Main Authors: Lee,Jenn-Hui, 李振輝
• Other Authors: Wang,Ben-Jeng
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/86375618127124870719

碩士 === 東海大學 === 企業管理學系碩士班 === 97 === Abstract： According to World Bank’s “World Development Indicators 2008” issued in May 2008, China is the second largest economic body in the world basing upon most updated calculation on Purchasing Power Parity (PPP). As China’s economic continues to grow rapidly, it brings in new customers into the market and transforms the nation from world factory into fourth largest world market, right after United State, European Union, and Japan. Professor Lien-ti Bei (2005) indicates that there are two genders in consumer market - woman and non-woman. Woman is the major decision maker of grocery shopping in family and makes 80% of purchasing decisions in the market; Woman not only consume for herself, but also deploy the livelihood of the family. From marketing perspective, woman is always the important target consumer, comparing to man. China and Taiwan have different political system and economic development process; they also have significant divergence in population, income, and wealth gap. This report will conduct exploratory research in specific successful lady shoe companies in China, and discuss the possible development model for company alike for industry reference. From management perspective, this report divides the founding process of lady shoe channels in China into four phases. In order to find out the entry mode for late mover, this report analyzes two successful companies which have built their distribution channel and brand name in China. Key conclusions are as below: Phase 1-Assessment: Companies assess their internal resource and external opportunities. With core competency in manufacture and R&D and seeing the opportunities in niche market, two companies invest in distribution channels in China and use their resource as the foundation of developing own brand and channels. Phase 2- Market Entry Planning: In order to make up for what they lack in their value chain and upscale their brand awareness rapidly, companies would utilize existing local channels. If companies anticipate accumulating market and marketing experience for their brands, they choose to enter China through localization. Phase 3- Brand and Marketing Planning: Two companies are consistence in product positioning and brand image, and linking their product design with consumer desire and product, and deliver appropriate brand image. Regional branches provide all kinds of customer and market information to regional development office or headquarter R&D center for new product development. Phase 4-Execution: Both of the companies apply “localization” and delegate the control of channels to the regional branches. Headquarter and regional branches coordinate with each other with two-ways communication in place to ensure fully communication within organization.