“一带一路”战略背景下的新兴市场与品牌演化

Emerging Market and Brand Evolution in the Context of“The Belt and Road”Strategy

在"一带一路"战略背景下,印度、中东、东南亚与中国相连,是极具市场潜力的新兴市场。对新兴市场的地理、政治、经济等因素进行分析,全方位了解这些国家与区域的消费行为与文化特征。以泰国为例,分析了其消费者着装习惯、消费行为,零售业态;并以已进入泰国市场的服饰品牌爱马仕为例,归纳其竞争优势、劣势、机会与威胁,发现品牌认知程度越高,营销要素组合应用于市场契合程度也随之增加,并最终达到品牌演化升级的目标。

In the background of"The Belt and Road Initiative"strategy, India, the Middle East, Southeast Asia and China are connected, are the potential emerging markets. The analysis of the geographical, political and economic factors of emerging markets, and comprehensively understand the consumption behavior and cultural characteristics of these countries and regions. This paper analyzes the consumer's market in Thailand, analyzes their retailers' habits, consumer behavior and retail formats, and analyzes the competitive advantages, disadvantages and opportunities of fashion brand Hermes, which has entered the Thai market. Threat, discovered that the higher the degree of brand awareness, the combination of marketing elements used in the market fit also increased, and ultimately achieve the goal of brand evolution and upgrading.