The Marketing Exploration of Shanzhai Garments,
Exemplified by Adivon in the Comparison of Zara
作者: 彭家乐 ：厦门大学管理学院;
Abstract: The economy phenomenon of shanzhainowadays has developed a lot in recent years, especia- llyadivon in garments industry. Although it is much known in internet now, we can also see that compared with the international brand zara, it still has a big gap. As nowadays society call more for the consumer value, this paper will base on the questionnaire analysis, second-hand data research and depth interview with adi- vion’s brand manager, andsee from the 4C angle marketing theory to compare the Chinese shanzhai adi- von, which is typical in garments industry, with the international famous brand zara. And the paper found that the Chinese shanzhai garments need to change their brand image, give some content to the brand in the premises that it keeps its advantage of cheap prices and various style. Also, it should have the 4C marketing concept, which is focus on consumer and implement it into the real practice. Only by this can the shanzhai really have a consistent development.
文章引用: 彭家乐 (2012) 对比zara，阿迪王式的中国山寨营销初探。 现代市场营销， 2， 12-17. doi: 10.12677/mom.2012.21003
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