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北京来福士学院本科论文指南ME&CITY Marketing plan

日期:2015-6-28作者:无忧论文网编辑:anne点击次数:132
销售价格:免费论文论文编号:lw201506261428358486论文字数:1007 
论文属性:本科毕业论文论文地区:中国论文语种:English 

Executive Summary执行摘要


The aim of essay is to develop a marketing plan for ME & CITY. ME & CITY is a high-grade city brand launched by Metersbonwe Co. Ltd in 2008. The products of ME & CITY mainly focus on clothing for men and women, with supplementary of accessory. The prominent characteristic of costume style is concise and fashion. At the same time, ME & CITY pursues high quality but without losing a competitive price. 本文的目的是制定营销计划,ME&CITY。 ME&CITY是美特斯邦威有限公司在ME&CITY2008年推出的产品主要集中于服装的男女,用附件补充一个高品位的城市品牌。古装风格的突出特点是简洁和时尚。同时,ME&CITY追求高品质,但不失竞争力的价格。

As is well-known, ME & CITY mainly aims to the customers of urban white-collar almost form eighteen to thirty-five years old, which is the important complementation and extension of Metersbonwe brand with campus style. With nearly three years development, according to the way of multi-brands marketing, there are successful experiences and many questions. Nearly three years, ME & CITY brings five hundred million losses for company. In order to change current situation and develop the brand, it is necessary to analyze it and research a further marketing plan. 如众所周知,ME&CITY的主要目的是都市白领的客户几乎形成18至三十五岁,这是重要的互补和延伸的美特斯·邦威品牌校园风格。经过近三年的发展,根据多品牌营销之路,有成功的经验,许多问题。近三年来,ME&CITY带来5亿亏损的公司。为了改变现状和发展品牌,有必要对其进行分析和研究进一步的市场营销计划。
Though introducing the background and current situation of ME & CITY, the author analyzes target market and makes a series of analysis, including marketing mixes, market, competitor and SWOT. Finally, the essay is to offer some suggestions for marketing strategy of ME & CITY. 

Brief Introduction of ME & CITY

A new ME & CITY

The brand of ME & CITY belongs to Shanghai Metersbonwe Garments Co. Ltd, which is the sub-brand of Metersbonwe. ME & CITY is prepared formally in 2005, until 2008 it has been promoted the market. The new brand is clearly distinguished from campus style represented by Meterbonwe. The point of brand publicity is to serve growing customers of Metersbonwe and offer the clothing with competitive price. According to the operation of separate brand, the aim is to achieve multi-brand development. The company indicates that launching the new brand ‘ME & CITY’ is a behavior for conforming to the trend. In other words, in the past thirteen years, there are many loyal and young customers fostered by Meterbonwe. Nowadays, they grow up and enter the job market. Therefore, with the change of consumption habit and interest, new brand emerges. 
A classical Metersbonwe
Metersbonwe is a casual clothes brand created by Metersbonwe group in 1995. With a series of measures, Metersbonwe expands very fast and becomes the famous brand in China market, which is regarded as a wonder in the industry. The measures include as below.
 To firstly adopt the style of virtual operation and develop a cha


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