HOW TO PROMOTE THE CHINESE TRADITIONAL CLOTHING BRAND TO GO INTO THE FRENCH MARKET?
Wang, Yue (2022)
Wang, Yue
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022052010842
https://urn.fi/URN:NBN:fi:amk-2022052010842
Tiivistelmä
In an environment of increasing business competition, brand marketing has become an unavoidable choice for the Hanfu industry to gain a competitive edge. The objective of the present thesis was to create a new brand marketing strategy for a Chinese traditional clothing brand company in the French market. In this study, the author discussed the general state of Chengdu Return to Han and Tang Dynasties Cultural Communication Co., Ltd and developed a final strategy for the French market.
The thesis employed a qualitative research method. The primary sources of information were interviews and observations of textual material. The theoretical framework defined and explained the concepts of a brand, brand marketing, and a brand marketing strategy, as well as brand positioning, brand communication, a brand image, and marketing analysis.
The result of the thesis was a new brand marketing strategy based on the analysis of a Chinese traditional clothing brand company and the French market. This brand marketing strategy shaped and conveyed the connotation and values of the company's brand to consumers through three aspects: brand positioning, brand communication, and a brand image, gradually increasing the company's core competitiveness. For further study, a survey could be conducted among French customers of their views on the Hanfu and, following that, introduce the brand into the European market.
The thesis employed a qualitative research method. The primary sources of information were interviews and observations of textual material. The theoretical framework defined and explained the concepts of a brand, brand marketing, and a brand marketing strategy, as well as brand positioning, brand communication, a brand image, and marketing analysis.
The result of the thesis was a new brand marketing strategy based on the analysis of a Chinese traditional clothing brand company and the French market. This brand marketing strategy shaped and conveyed the connotation and values of the company's brand to consumers through three aspects: brand positioning, brand communication, and a brand image, gradually increasing the company's core competitiveness. For further study, a survey could be conducted among French customers of their views on the Hanfu and, following that, introduce the brand into the European market.