A Case Study on the Localization of International Branding Company

• Main Author: 吳宛柔
• Other Authors: 邱奕嘉
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/45031292353785157773

碩士 === 國立政治大學 === 企業管理研究所(MBA學位學程) === 104 === According to the China luxury quality research institutes pointed out that in 2015, Chinese consumers reached one hundred ten billion US dollars in the global luxury goods consumption, equivalent to 46% of the global luxury goods. In e-commerce market, China has become the world's largest network of retail markets, and continued growing. Among them, the high proportion of Chinese consumers to buy luxury goods on the on line market has drown the attention to international brands in China's e-commerce strategy and how to adapt the unique Chinese market environment, enhancing brand’s sales. In this study, the selection of brand Burberry is the representative brand in the market of digital luxury brand. The discuss will mainly focus on how the case company in the value chain, as the environment changes 160 years between the preparation of policy and how to meet the environmental impact of the use of appropriate sources of development countries in line with China marketing approach. This case study will analyze the company's value chain, to explore the value chain activities include out-bound logistics, production operations, in-bound logistics, marketing and sales, and service, and to further discuss how case company use digital mass consumer power to create brand resonance. In this study, the case study will focus on the discussion of cases in the Burberry company's digital strategy and performance with the relevant Chinese environmental adaptation strategies in order to obtain insight into the policy framework of providing relatively explore research topics. Through induction and reflection, research questions of this study are summarized in the following three points: 1. Discussion and summarizes how international brands through enhance e-commerce sales in China. 2. Discussions how Burberry uses the image of the country of origin, deepen consumer brand recognition and further promote shopping behavior. 3. Discussion on how to re-shape the Burberry brand culture through digital power (cultural branding).