| Summary: | 碩士 === 國立臺北科技大學 === 管理學院EMBA大上海專班 === 107 === With the rapid improvement of China's overall economic strength, the needs of Chinese consumers are becoming more diverse. Especially in the outdoor sports industry, the Chinese bicycle market has become an important international market for domestic and foreign traders. After a single attack on the market, China's unique economic growth and business model have changed consumers' perceptions of bicycles. How do overseas bicycle brands gain advantages and differences in this ever-changing Chinese market? This study finds that the differences between Chinese consumers are large through market analysis and marketing models. Such a choice is used as a strategic plan.
In this research, it had found the market appeal of foreign imports is far greater than that of local goods. Especially brands from Europe and the United States are more likely to attract the attention of high-end consumers in China. Therefore, after considering the consumer's propensity and willingness of various consumers, this research focus on the marketing strategy and brand positioning of the market. The presentation makes the consumer feel like a VIP, and the style of the personalized product makes the user more symbolic. Finally, after years of marketing experience and path negotiations, the market has been waiting for new opportunities in the diversified field.
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