英语论文网

employees will not be accustomed to the American style. The communication way of china and American are also different. The American loves to express their feelings freely and directly. In Asia area, they convey their views more politely and indirectly. So maybe the communication barrier would be another difficulty. As the Google case, the internet environment is also not free. In the event of the great expansion afterwards, Calvin Klein Company intends to open the manufactories in china; the material and the producing equipments might not match the qualifications. To sum up, the deficient free of economy, the imperfect management way and system and the unqualified material are all risky things in the future development of CK in china.
(4) The social and cultural environment
China has the largest population in the world. Its constituent parts are multitudinous. There are fifth-six nations with different customs and different tastes. Some nations have taboos such as the pig for the Hui nationality and so on. So when designing the products, Calvin Klein designers should try to avoid this. The continual increasing educational level would imply different meaning for different generations. Much attention is showed by the younger generation. What is the pity; they are not the majority of buying CK products. The 30s and the 40s are the group people who have the enough economic strength. They are also the population who are very likely to these products. If Calvin Klein would like to realize localization, the key way is to take the styles and tastes of these middle age people.
Different from many countries, in china women hold the money cards. So the female customers should be the main propaganda target to a family. And consumption concept is not the same with American people, Americans enjoy consumptions; but the Chinese people love to save their money in bank. So the conventional values would be a obstacle for CK.
The Chinese people were governed by the ruling class. Everyone belongs to the typical class. That is to say, the society was divided many classes. The idea of people is still conservative. In contrary to conservative style, Calvin Klein is famous for its bold and sexy manner. Consequently, in order to fit in with the situation of china, CK must restrain itself a little for avoiding suffered frustration. We all know that CK’s sexy jeans ads were banned by the foreign press because of it’s too salacity.
In sum, there are a lot of hazards Calvin Klein should face in the future in china. The politics, the economics and the conception of people will give CK many puzzles in the road of developing in china.

Ⅳ. Conclusion

Overall, this chapter had introduced the development of the marketing strategy of CK in china. Calvin Klein has got great success in china. CK’s marketing strategy is most rigid. Direct exporting and the global internet system help CK lay a solid foundation to enter into china. The increasing number of independent stores and more commercial agencies shows its first successful step. The market segmentation is perfect to Chinese market. They know where the Chinese consumption is and aiming at the target to take measures. The adjustment of the product color and the clothes makings make Chinese people feel friendlier. And the middle level price can let Chinese afford it. Diverse channel helps the CK products access to consumers c