The Marketing Strategy Suggestions for Yishion in Jing County
Song, Haifeng (2012)
Savonia-ammattikorkeakoulu
2012
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2012060511669
https://urn.fi/URN:NBN:fi:amk-2012060511669
Tiivistelmä
Yishion in Jing County is a casual apparel franchise store with the fierce competition in clothing marketing in Jing County, a suitable marketing strategy plan for them is enssential. The objective of this thesis was to improve the marketing performance of Yishion in Jing County through given suggestions about building a strong brand and developing marketing strategy according to analysis of competition environment and real marketing situation of Yishion in Jing County.
Both quantitative questionnaire research for customers and qualitative interview research for manager and sales person of Yishion in Jing County were carried out to investigate customer preferences and the real marketing situation of Yishion in Jing County, SWOT analysis was given as a conclusion based on the results of the two researches.
In summary, a situation statement about advantages and disadvantages of Yishion in Jing County was provided in view of two kinds of researches and SWOT analysis. In addition, suggestions for building a strong brand and developing marketing strategy was given for Yishion in Jing County to expend the market and to meet the satisfaction of customers better.
Both quantitative questionnaire research for customers and qualitative interview research for manager and sales person of Yishion in Jing County were carried out to investigate customer preferences and the real marketing situation of Yishion in Jing County, SWOT analysis was given as a conclusion based on the results of the two researches.
In summary, a situation statement about advantages and disadvantages of Yishion in Jing County was provided in view of two kinds of researches and SWOT analysis. In addition, suggestions for building a strong brand and developing marketing strategy was given for Yishion in Jing County to expend the market and to meet the satisfaction of customers better.