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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 陳彥豪 | |
dc.contributor.author | Yi-Ju Chen | en |
dc.contributor.author | 陳怡儒 | zh_TW |
dc.date.accessioned | 2021-06-15T12:28:17Z | - |
dc.date.available | 2016-09-13 | |
dc.date.copyright | 2016-09-13 | |
dc.date.issued | 2016 | |
dc.date.submitted | 2016-08-08 | |
dc.identifier.citation | Yuval Atsmon, Vinay Dixit, Glenn Leibowitz, Cathy Wu. (2011) ‘Understanding China’s Growing Love for Luxury’. McKinsey & Company.
Claudia D’Arpizio, Federica Levato, Daniele Zito and Joelle de Montgolfier. (2014). ‘Luxury Goods Worldwide Market Study: The rise of the borderless consumer’. Bain & Company. Yanping Qi. (2008) ‘A Preliminary Research of Chinese Luxury Market: A Master Thesis on Research and Analysis of Chinese Luxury Market, With a Special Focus on The Consumer Perspective and Marketing Strategy’. Copenhagen Business School. Claudia D’Arpizio, Federica Levato, Daniele Zito and Joelle de Montgolfier. (2015). ‘Luxury Goods Worldwide Market Study: A time to act: How luxury brands can rebuild to win’. Bain & Company. Nathalie Remy, Marco Catena, Benjamin Durand-Servoingt. (2015). ‘Digital inside: Get wired for the ultimate luxury experience’. McKinsey & Company. ‘Luxury Market in China’. (2015). Fung Business Intelligence Centre. ‘Luxury Market in China: Huge growth potential ahead’. (2013). Fung Business Intelligence Centre. ‘2014 China Luxury Market Study: Priming brands for redefinition’. (2015). Bain & Company. ‘2015 China Luxury Market Trends: Can it rebound’. (2016) Bain & Company. Definition of luxury. InvestorWords. Retrieved from http://www.investorwords.com/7161/luxury.html on 23 May 2016 Luxury Goods in China. Euromonitor International. Retrieved from http://www.euromonitor.com/luxury-goods-in-china/report on 10 April 2016 Sales of luxury goods in China from 2010 to 2020. Statista. Retrieved from http://www.statista.com/statistics/280369/projected-luxury-goods-revenue-in-china/ on 10 April 2016 Cartier Cuts Prices in China. CPP-luxury. Retrieved from http://www.cpp-luxury.com/cartier-cuts-prices-in-china/ on 12 April 2016 Philip Guarino. (2015). Chanel’s China Price Cuts: Should Other Luxury Brands Do The Same? Jing Daily. Retrieved from https://jingdaily.com/chanels-china-price-cuts-should-other-luxury-brands-do-the-same/ on 12 April 2016 2014: The Year of Individualism for China’s Luxury Consumers. Jing Daily. Retrieved from https://jingdaily.com/2014-the-year-of-individualism-for-chinas-luxury-consumers/#.VrFtzRFCxXB on 13 April 2016 Who are the winners in China’s Luxury Slowdown? (2013) Jing Daily. Retrieved from http://jingdaily.com/who-are-the-winners-in-chinas-luxury-slowdown/38924/#.Vq7IChFCxXA on 14 April 2016 中国人奢侈品购买调查. 凤凰网. Retrieved from http://fashion.ifeng.com/zh/special/2013nzch/ on 15 April 2016 Dhani Mau. (2015). How Western Fashion Brands Are Using Social Media In China. FASHIONISTA. Retrieved from http://fashionista.com/2015/08/fashion-brands-wechat-weibo on 17 April 2016 What is O2O stand for? What are the differences between O2O, B2C and C2C? ChinaAbout. Retrieved from https://www.chinaabout.net/o2o-stand-for-differences-o2o-b2c-c2c/ on 17 April 2016 AJ Agrawal. (2016). What Is ‘O2O’ and Is it Really a Trillion Dollar Opportunity? Huffpost Business. Retrieved from http://www.huffingtonpost.com/aj-agrawal/what-is-o2o-and-is-it-really-a-trillion-dollar-opportunity_b_9120558.html on 17 April 2016 Dr. Mirko Wormuth. (2015). Latest trends in O2O and applications in China’s fashion retail. LinkedIn. Retrieved from https://www.linkedin.com/pulse/latest-trends-o2o-applications-chinas-fashion-retail-wormuth on 18 April 2016 Aaron Agius. (2015). 7 Inspiring Examples of Omni-Channel User Experiences. HubSpot. Retrieved from http://blog.hubspot.com/marketing/omni-channel-user-experience-examples on 18 April 2016 Weibo; the what, why and when for luxury brands. FDKG. Retrieved from http://www.fdkginsight.com/weibo-the-what-why-and-when-for-luxury-brands-2/ on 18 April 2016 Global Economy Watch: Economic projections. (May 2016). PwC. Retrieved from http://www.pwc.com/gx/en/issues/economy/global-economy-watch/projections.html on 20 April 2016 Corporate tax rates table. KPMG. Retrieved from https://home.kpmg.com/xx/en/home/services/tax/tax-tools-and-resources/tax-rates-online/corporate-tax-rates-table.html on 20 April 2016 | |
dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/50035 | - |
dc.description.abstract | The purpose of this business plan is to design a China market penetration strategy for a fashion designer brand named JUMA with goals to increase brand awareness and sales revenue.
JUMA is a New York-based fashion designer brand founded in 2003 by brother-and-sister duo Alia Juma and Jamil Juma. JUMA provides unique design and high quality of accessories at an affordable price. Prior to entering China market in 2015, JUMA’s products are sold through distributors to 120 cities worldwide. Major markets are North America, Middle East, Japan and Korea. However, these markets have been growing slowly since 2008 financial crisis. Therefore, JUMA decided to go to China and start its own retail business in 2015 to seize growth. After a year operating in China, JUMA now has four directly owned retail stores in Beijing, Tianjing, Guangzhou and Dalian and the China sales contribute 5% of its total revenue. Although China market seems promising, CEO Jamil Juma wonders as a new brand in China how he can strategically penetrate the market in the next three to five years and succeed in the long term with small and medium-sized enterprise operation. Specifically, he wonders how to grow business and brand awareness in the market. This business plan addressed the issues by researching and analyzing the personal luxury goods industry, the customers and buying behavior in China. Several key insights are found to build solutions for JUMA: | en |
dc.description.provenance | Made available in DSpace on 2021-06-15T12:28:17Z (GMT). No. of bitstreams: 1 ntu-105-R01749026-1.pdf: 2495550 bytes, checksum: 7de38fd0e7a73c964f0057fe3e56751b (MD5) Previous issue date: 2016 | en |
dc.description.tableofcontents | 1. Executive Summary………………………………………………………………………1
2. Company Summary……………………………………………………………………….4 3. Product and Service…………………………………………….………………………..11 4. Industry Analysis………………………………………………...……………………...13 4.1 Competition Analysis………………………………………………………………..20 5. Customer Analysis ……………………………………………………………...………24 5.1 Target Customer Analysis……….………………………………………………......24 5.2 Characteristics of Chinese Customers: The New Sophisticates……………………..27 5.3 Customer Decision Journey: Luxury Shopping in Digital Age……………..........…31 6. Capturing Digital Luxury Opportunity…………………………………………...…..…34 6.1 What is O2O?…………………………………………………………......................38 6.2 What is Omni-channel?……………………………………………………………...40 7. SWOT Analysis.……………………………………………………………………...…42 8. China Market Penetration Strategy……………………………………………………...48 8.1 Business Model Canvas………………………………………………………...…...51 8.2 Marketing Plan…………………………………………………………………..…..59 8.2.1 Application of O2O and Omni-channel…………………………………….....66 9. Financial plan……………………………………………………………...................….71 9.1 Sales Projection……………………………………………………..….....................71 9.2 Cost Analysis…………….……………………………..……………………….......73 9.3 Profit-Loss Projection……...……………………………………………………......76 9.4 Sensitivity Analysis…………………………………………………………………79 References………………………………………………….……………….……..…….…85 | |
dc.language.iso | en | |
dc.title | 竺瑪時裝中國市場滲透策略 | zh_TW |
dc.title | China Market Penetration Strategy for JUMA Studio | en |
dc.type | Thesis | |
dc.date.schoolyear | 104-2 | |
dc.description.degree | 碩士 | |
dc.contributor.coadvisor | 林修葳 | |
dc.contributor.oralexamcommittee | 曾智揚,余峻瑜 | |
dc.subject.keyword | 中國時尚產業,中國奢侈品產業,中國奢侈品消費者行為,數位行銷, | zh_TW |
dc.subject.keyword | China Fashion Industry,China Luxury Industry,Chinese Luxury Customer,Chinese Luxury Customer Decision Journey,Digital Marketing, | en |
dc.relation.page | 87 | |
dc.identifier.doi | 10.6342/NTU201602065 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2016-08-09 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 企業管理碩士專班 | zh_TW |
顯示於系所單位: | 管理學院企業管理專班(Global MBA) |
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