II
论文摘要
姓 场营销计划，是用来 助一间公 利用 场策略去实现 商业目标 本论
文的主要目的是制定一个如何采 策略在中国的珠江 角洲推广 德诗高 休
闲装和 德诗高 品牌形象的 场营销计划
外国时尚品牌在中国中产阶级消费群中 日渐 欢迎 随着中国 持续稳
增长，越来越多的人可以依靠他们的高收入来购买时尚服装，它巨大的 场潜
力 吸引全世界的主要时装品牌，可以制定最佳 场营销计划的公 也将 能力
超越 他竞 对手并占 得在中国的良好 场份额
份研究讨论了德诗高产品的 场，提出一些满足 一目标 场的策略，鉴
识别出定出 场的主要参 者，提供给德诗高公 赢得竞 的 体措施 本文的
研究方法 用了从 场研究报告 访谈和互联网时尚业文章中采集到的数据 理
论框架参考了由 的学者写的 场营销的概念 姓
本 场营销计划的最终结论就是建议 德诗高 通过重点提升在香港的品
牌声誉和品牌 值 两个渠道进入中国时尚 场，数 化的营销 广告策略将促
进 德诗高 休闲装产品在中国的销售和增加 德诗高 在富裕的中国中产阶
级消费层中的知 度， 外，本文 建议 德诗高 选择广州 姓深圳 姓珠海等
沿海城 进入中国服装 场
关键词 场营销计划 德诗高 珠江 角洲，中国时尚产业 场Abstract
A marketing plan helps a company to utilize marketing strategies to achieve their
business objectives. The goal of this thesis was to develop a marketing plan which
employs marketing strategies to promote DESIGUAL’s casual wear and
DESIGUAL’s brand image in Pearl River Delta in China. Foreign fashion brands
have become increasingly popular among the affluent Chinese middle class
consumers. As the Chinese economy continues to grow steadily more and more
people are now in the position where they can purchase fashionable clothing due to
their higher disposable incomes. This vast market potential is attracting major fashion
brands across the world and it will be the company with the best marketing plan that
will be able to outpace its competitors and obtain a good market position in China.
In this study the Chinese fashion market environment was discussed and strategies
were suggested for satisfying this target market. The major market players were
identifield and a marketing mix strategy was provided to DESIGUAL to overcome the
competition in the fashion casual wear market. The methodology uses secondary data
that includes market research reports, interviews and fashion market related articles
that were collected from the internet. The theoretical frame includes marketing
concepts that were written by different scholars.
Finally the recommendation given in this markting plan suggest that DESIGUAL
should enter the Chinese fashion market by focusing on building a strong brand name
and brand value of DESIGUAL in Hong Kong. Digital promotion and advertisement
strategies will be employed to promote DESIGUAL’s casual wear products in China
and to increase DESIGUAL brand awareness among the affluent Chinese middle
class consumers. Furthermore, it is suggested that DESIGUAl select the coastal cities
of Guangzhou, Shenzhen and Zhuhai to enter the Chinese fashion market.
Key words: Marketing plan, DESIGUAL, Pearl River Delta, Chinese fashion market