沐浴礼品行业拓展国际市场地营销策略研究.doc

ABSTRACT
Bath Gift Set industry, one Emerging industry, is rising on the basis
of foreign customers’ pursuit of health and environment protection. And
shortly in a few years, it e to certain scale, and is gradually
accepted by customers. China, due to its relatively cheap labor cost and
resource price, is made to be main manufacture base by many developed
countries.
Based on the economic conditions of China, the lessons drawn from
research results home and abroad, it firstly introduces the development
status of bath gift set industry, several main manufacturers in Xiamen
area, and characteristics of some target markets for bath gift set industry.
Secondly, it employs PEST analytical method, Porter’s five forces
competitive model to analyze operational environment and bath gift set
industry itself. It is followed by self-analysis of manufacturer itself with
SWOT analytical method to find out its strength, weakness, opportunity
and threat of bath gift set. Thirdly, based on above analysis, it brings out
the strategies for bath gift set manufacturers to explore foreign markets,
like protective strategy, re-cooperation game strategy(based on the first
essful cooperation with panies) , self-brand strategy,
packing strategy, merce strategy and so on. Fourthly, it uses one
essful manufacturer who adopts those strategies to prove the
feasibility of those strategies.
Based on the above research, it draws some valuable lessons and it
has positive meaning for bath gift set manufacturers who are going to
explore foreign markets. It aims to improve petitiveness of bath
gift set manufacturers to face the changeable operational market, help
our national economics grow more healthily.
Key Words : Bath Gift Set Industry; Marketing Strategy;
International Market; Case
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