华北水利水电学院毕业论文 - 桂林全州县吉利米厂区域品牌营销策(11)

华北水利水电学院毕业论文

product and advertising ideas, and to search for those that have global appeal. For example, the Doekers line originated in Argentina, but has now become a worldwide best seller.However, within its global strategy, Levi encourages local units to tailor products and programmes to their home markets. For example, in Brazil, it developed the Feminina line of eurvaceously cut jeans that provide the ultralight fit that Brazilian women favour. Levi's European Docker division now plans to conquer Europe from its Swedish base. In doing so it has created the world's biggest advertisement, a 480 square metre banner hung on Stockholm's up-market NK department store. In most markets abroad, Levi-Strauss & Co. boldly plays up its deep American roots. For example, James Dean is a central figure in almost all Levi advertising in Japan. Indonesian ads show Levi-clad teenagers driving around Dubuque, Iowa, in 1960s convertibles. And almost all foreign ads feature English-language dialogue. However, whereas Americans usually think of their Levis as basic knockaround wear, most European and Asian consumers view them as up-market fashion statements. The prices match the snob appeal - a pair of Levi 501 jeans selling for $30 in the United States costs $63 in Tokyo and $88 in Paris, creating lush profit margins.

Levi's aggressive and innovative global marketing efforts have produced stunning results. As the domestic market continues to shrink, foreign sales have accounted for most of Levi's growth. Overseas markets now yield 39 per cent of the company's total revenues and 60 per cent of its profits.Perhaps more impressive, its foreign business is growing at 32 per cent per year, five times the growth rate of its domestic business. Levi continues to look for new international market opportunities. For example, the first Romanian shop officially to sell Levi's jeans recently opened to large crowds,and Levi is now racing competitors to reach jeans-starved consumers in eastern Europe and the former Soviet republics. Dramatic strategic and marketing planning actions have transformed Levi-Strauss into a vigorous and profitable company, one better matched to its changing market opportunities. Since its 1985 turnaround, Levi's sales have grown more than 31per cent and its profits have increased fivefold. Thus, by building a strong base in its core jeans business, coupled with well-planned product and market development, Levi has found ways to grow profitably despite the decline in the domestic jeans market. As one company observer suggests,Levi’s has learned that 'with the right mix of persistence and smarts, planning new products and cracking new markets can seem as effortless as breaking in a new pair of Levi's stonewashed jeans'。

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华北水利水电学院毕业论文

附 录3： 中文译文

李维斯的营销战略和规划

李维·史特劳斯从巴伐利亚州移民到美国,带着一堆沉重的织物到了当时淘金最热的加利福尼亚州去做帐篷，但他发现这些淘金工人长裤需求比帐篷的需求更大，所以他用帐篷的面料做成帆布裤子卖给这些淘金工人。而如今他的牛仔裤已经成为一个世界性的机构，李维斯公司仍然占着牛仔裤行业的主导地位。从20世纪50年代到70年代，随着婴儿潮造成的青少年人数爆炸，李维斯公司和其他牛仔裤制造商都令人兴奋的保持着每年10%到15%的增长速度，几乎很少或没有战略和营销策划的工作，牛仔裤卖着很容易，李维斯公司试图制造了足够的牛仔裤去满足看似贪得无厌的市场。然而，在20世纪80年代初期，人口已经赶上了牛仔裤行业，其最忠实的消费者，当时婴儿潮的一代，年龄也已逐渐变老，他们的品味随着他们的腰围边粗开始改变，开始很少和不再长时间的穿牛仔裤。与此同时，在18--24岁这个年龄的群体，这个在传统上被认为最有可能买牛仔裤的群体目前也在不断缩减，因此李维斯公司发现在衰退的牛仔裤市场上不得不为自己的市场份额进行奋斗。 …… 此处隐藏：1351字，全部文档内容请下载后查看。喜欢就下载吧 ……