波司登品牌国际化营销策略研究

波司登品牌国际化营销策略研究摘要自2001年起，中国加入WT0后，我国服装出口迅速增长，服装制造业获得了1635亿美元的高额收益，我国生产的服装约占全球总量的52.2%山。目前，中国是全球最大的制衣大国和出口国，服装制造业在我国的出口贸易中占据重要地位。随着该行业的发展，全球服装产业将迎来一个全新时代。中国的服装出口商既面临着新的发展机遇，也面临着新的挑战。要保持领先地位，中国的服装品牌需要在全球范围内立足，走出一条属于自己的道路。我国企业积极参与国际贸易，提高自身的国际竞争力。经济全球化进程逐渐加速，市场竞争加剧，品牌已成为企业核心竞争力。波司登集团作为国内羽绒服行业的领导者，在中国乃至全球享有较高的知名度。通过成功的国际化营销策略，在国际市场上占据一席之地。然而，随着市场竞争的激烈，波司登在品牌国际化过程中面临着许多问题，阻碍了其在国际市场上的进一步发展。本研究以波司登集团为案例，首先，介绍了研究背景和意义，并对国内外学者围绕该主题的研究现状进行阐述。其次，介绍了相关的国际化营销理念，为本文研究奠定了理论基础。接着，对波司登公司进行了简要介绍，阐述了其品牌的发展历程、营收规模和产品结构，在此基础上，本文还从波司登的目标市场选择、国际市场组合等方面对其进行了深入的研究。然后，通过对波司登国际化现状的分析，综合评价了该企业的国际化营销取得和不足之处，并提出了相应的建议。最后，针对波司登国际化营销的不足，借鉴了加拿大鹅国际化品牌的经验，提出了对波司登的启示。关键词：波司登：品牌：品牌国际化：营销策略：国际化营销AbstractSince 2001,after China's accession to the WTO,China's garment export has grown rapidly,and the garment manufacturing industry has obtained a high income of 163.5 billion USdollars.The garment produced in China accounts for about 52.2%of the global totalll.Atpresent,China is the world's largest garment producer and exporter,and the garmentmanufacturing industry occupies an important position in China's export trade.With thedevelopment of the industry,the global clothing industry will usher in a new era.China'sgarment exporters are facing both new development opportunities and new challenges.Tomaintain their leading position,Chinese clothing brands need to gain a global foothold andfind their own path.Chinese enterprises actively participate in international trade andimprove their international competitiveness.The process of economic globalization isgradually accelerating,the market competition intensifies,the brand has become the corecompetitiveness of enterprises.As a leader in the domestic down jacket industry,BosidengGroup enjoys high in China and even the world.Through the successful internationalmarketing strategy,to occupy a place in the international market.However,with the fiercecompetition in the market,Bosideng faced many problems in the process of brandinternationalization,which hindered its further development in the international marketThis study takes Bosideng Group as a case,first,introduces the research background andsignificance,and domestic and foreign scholars to elaborate on the research status of thistopic.Secondly,this paper introduces the relevant international marketing concept,whichlays a theoretical foundation for this paper.Then,Bosideng company was briefly introduced,elaborated the development process of its brand,revenue scale and product structure,on thisbasis,this paper also from Bosideng's target market selection,international market portfolioand other aspects.Then,through the analysis of the current situation of Bosidenginternationalization,the achievements and shortcomings of the international marketing of theenterprise are comprehensively evaluated,and the corresponding suggestions are put forward.Finally,in view of the shortcomings of Bosideng's international marketing,we draw on theexperience of Canada Goose's international brand and put forward the i