毫無疑問,二戰(zhàn)之后的巨大變革后,中國開啟了一扇向國際敞開的大門。在相當(dāng)短的一段時(shí)間內(nèi),中國成為了“世界經(jīng)濟(jì)的領(lǐng)航員”。為此,西方企業(yè)在本土急劇激烈的競爭下開始尋找進(jìn)入新市場的契機(jī)。我的論文旨在分析一個(gè)企業(yè)如何定義它在外國市場(特別是中國)中擴(kuò)展的策略以及一個(gè)企業(yè)可以通過相關(guān)的市場策略來引導(dǎo)市場并處于市場的有利位置。對我而言,此命題從開始便是我感興趣的同時(shí)它是一個(gè)中國化的問題。事實(shí)上,我決定選擇一個(gè)奢侈品行業(yè)而非所有的意大利企業(yè)來寫這篇論文,涉及了一個(gè)奢侈品企業(yè)在面對進(jìn)入今天的國際市場或中國市場中所遇到的問題。在整個(gè)過程中,我借鑒了一些理論(SWOT理論分析、TOWS Matrix分析)；相關(guān)的案例分析；Max Mara在中國的市場政策以及一個(gè)意大利公司經(jīng)理的訪談?dòng)靡灾С执苏撐牡囊恍┱擖c(diǎn)。同時(shí)也是中國現(xiàn)下的經(jīng)濟(jì)人文現(xiàn)狀及其面臨的一些機(jī)遇的寫照。 

【文章來源】：華東理工大學(xué)上海市 211工程院校 教育部直屬院校

【文章頁數(shù)】：83 頁

【學(xué)位級(jí)別】：碩士

【文章目錄】：
Abstract
摘要
Ⅰ Introduction
    1.1 Preliminary remarks
    1.2 Research and Research Plain
    1.3 Research Approach and Methodology
    1.4 The Luxury Industry
Ⅱ Relevant Theories and Models
    Ⅱ.1 International Marketing Strategies and Internationalization Process
    Ⅱ.2 Market factors:cultural, political and economic factors
    Ⅱ.3 The consumer's behavior
    Ⅱ.4 Marketing Mix
    Ⅱ.5 Competition Analysis
    Ⅱ.6 SWOT and TOWS Analysis
Ⅲ Internationalization process and strategies:how to become a GLOBALcompany?
    Ⅲ.1 The choice of the right foreign market
    Ⅲ.2 Internationalization procedures in entering the foreign market:how to choose between standardization and adaptation
    Ⅲ.3 Foreign environment and potential strategies
Ⅳ How to enter in foreign countries
    Ⅳ.1 The entry through exportation
        Ⅳ.1.1 The indirect exportation
        Ⅳ.1.2 Direct exportation
    Ⅳ.2 The entry through strategic partnerships
    Ⅳ.3 The entry by production plant
    Ⅳ.4 Some conclusive remarks
Ⅴ Internationalization in emerging market:CHINA
    Ⅴ.1 Threats and Opportunities
    Ⅴ.2 Chinese general context
        Ⅴ.2.1 Political and cultural factors
        Ⅴ.2.2 Chinese economy
    Ⅴ.3 The Fashion Industry in China
        Ⅴ.3.1 The textile and clothing industry
        Ⅴ.3.2 The Chinese consumer
    Ⅴ.4 Internationalization policies in China
    Ⅴ.5 International Trades between Italy and China
    Ⅴ.6 Some conclusive remarks
Ⅵ Corporate CASE STUDY:the Max Mara's experience in China
    Ⅵ.1 Why Max Mara?
        Ⅵ.1.1 The history and the organizational structure
        Ⅵ.1.2 Products and the positioning strategy
        Ⅵ.1.3 The Retailing Chain
        Ⅵ.1.4 The Strategic thought
        Ⅵ.1.5 The internationalization strategy
    Ⅵ.2 Max Mara in China
    Ⅵ.3 The Competitors
    Ⅵ.4 SWOT Analysis
    Ⅵ.5 TOWS MATRIX
    Ⅵ.6 Another significant support:the Interview
        Ⅵ.6.1 A brief introduction
        Ⅵ.6.2 The Interview
    Ⅵ.7 Discussions and analysis
Ⅷ Conclusion Analysis
    Ⅶ.1 Summary of my research
    Ⅶ.2 Innovations and limitations of my paper
    Ⅶ.3 Potential research topic in the future
Ⅷ References
Ⅸ Acknowledgements
卷內(nèi)備考表



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