摘要:本文是一篇高档服装行业的留学生论文,对质量进行多层次的解析可以让读者更好地理解质量这个词,并且使他们通过我们的分析了解如何使用这个词。由于问题的复杂性,这个话题可以讨论很深,在这篇论文中读者可以有限但仍足以全面充分理解质量。
rket changes. This is actually one of the most striking features of the Chinese clothing industry. Nearly 60% of major firm apparel sales are produced from local industrial clusters. Therefore, these industrial clusters outstandingly attribute to China’s overall competitiveness within the clothing industry. (PingQing, & Qiang, 2007)
China’s local industrial clusters took flights after 1978 once reform policies took place, and are mainly located in the eastern coastal region. Production has skyrocketed in this region of China. Parallel with clothing industry characteristics, most specialize in labor-intensive and low value added tasks taking advantage of minimizing transaction costs, economies of scale, and flexible supply chain management. Particularly, they are most advantageous in assembly and manufacturing making their importance in the clothing industry. (PingQing, & Qiang, 2007)
4.5 Market Segmentation
There are several different ways the Chinese clothing market can be segmented. To start, geographically the market can be segmented into rural and urban (Zheng, 2010). More significance is put on the urban segment due to higher disposable incomes as well as having the increase income proportionally increase with the tendency to spend on clothing (Zheng, 2010) (Li & Fung 2009). Secondly, the market can be segmented into age group demographic with the younger population, 15 -35 years of age, being the upmost importance (Zheng, 2010). Thirdly, gender demographic segment concludes that men are the prominent shoppers above women (Lu, 2008).
4.6 The Desire for Brands
The Chinese market demands more branded or more known apparel (Fibre2fashion, 2009). Between the years of 2001 and 2007, many apparel brands were growing at a rate of 30% in existing stores, and at a rate of 20% in expanding stores (LC, 2010). This can be attributed to an emergence of middle class, an increase in a younger population, and an aggregate increase in globalization (RNCOS, 2009). Hence, foreign brands are taking advantage by placing their widely known international brands in the Chinese market. Many foreign brands that are not taking a piece of that massive market plan to do in the near future to take advantage of the consumer characteristic (Fibre2fashion, 2009).
Figure D: Brands Purchased by Chinese Consumers 4Q2007 to 4Q 2008
Source: Hong Kong Trade Development Council (HKTDC)
On contrary to the success of foreign firms relative to domestic firms, a recent study discovered nearly 38% of Chinese people prefer domestic brands, and only 22% would shop for western brands (Fibre2fashion, 2009).This could be attributed a decrease in exports that sparked the government to encourage domestic firms to invest in branding and create initiatives (Li & Fung 2009). In a study conducted on enterprises located in China, when inquired about their brand orientation, about 66.7% have their primary business focus as branding themselves (Lau, To, Zhang, & Chen, 2009).
5. A High-Quality China
The value of the worldwide premium market is approximately 265 billion USD at wholesale/corporate value, and is growing between 20% and 30% annually, which is expected to increase due to a great deal of luxury consumption growth. It is widely believed by economists that China is the third or fourth-largest premium market worldwi
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