Facoltà: Ingegneria Gestionale - classe L-9
Collocazione: 15376
Autore: Wang Yueqi
Data: 15/12/2016
Titolo: Analysis Of The Development Of China’s Home Textiles Brands
Relatore: Noč Carlo
Autorizzazione per la consultazione: SI
Le tesi si possono consultare unicamente in sede
In recent years, China's economic growth led to the development of the textile industry, but with the impact of the global financial crisis continues to expand, the development of enterprises are facing enormous problems. To facing the market changes, the interfering mode of home textile products gradually changes from price competition to value competition, so that brand becomes the value creation center of China’s home textile products enterprises. Most home textile brands still in the primary level, along with many problems, such as unclear brand positioning demands, low-degree brand concentration, lack of brand differentiation. In this thesis, we mainly analysis of the development of China’s home textiles brands. First, we give some introduction of China’s home textile, we find some problems of its development. Base of it, according to campare with different brand, we can find the brand value in different brand, and then we know how the brand value can impact the development of home textile. We make a case study of Mercury. Mercury home textile was Zhejiang Mercury clothing co., LTD, one of the founders of home textile industry. They ranking the second place in 2016 around all the Chinese textile company. We analysis the brand locate and brand promotion of it. And we can find some effort they made like choose relatively famous TV media to spread or other areas of promotional activities in order to make the its brand gain reputation. Then we really know the important of brand. Finally we give some suggestion to China’s home textile industry. Such as enhance the brand differences and association of home textile, channel innovation: on-line shops and too set up correct brand concept. key words: China textile, brand development, Mercury
