A Marketing Management Model for Luggage OEM Manufactures- Take Case Study as an Example

Autor: SHEN, CHIA-CHIA, 沈佳佳
Rok vydání: 2019
Druh dokumentu: 學位論文 ; thesis
Popis: 107
After the severe economic crisis in 1997, the global economy started to recover gradually from these years. The consuming power in every country has increased, especially in China. People in China are not only huge customers in luxurious items, they also spend largely on travel and daily expenses. The tourists from China are very welcome to many countries, mostly because of their contribution in economy. During their stay at the spots, they spend on hotels, restaurants, transportations, souvenirs, shopping. Besides above, they also need to purchase a luggage to manage their trophies. Therefore, we can tell that luggage sales can be closely related to the economy. After satisfying one’s daily needs, people intend to spend money, for example, on traveling. Luggage becomes to be inevitable when preparing a trip. Luggage carries people’s everyday use, and it also takes back people’s souvenirs and their shopping. Travel goods industry booms after the economy increases. In the luggage supply chain, there are designers, brands, manufactures, distributors, and consumers. There are also several well-known brands in the market, for instance Rimowa from Germany, Louis Vuitton from France, Delsey from France, Samsonite from the United States, Tumi from the United States, Antler luggage from the United Kingdom, Ace Luggage from Japan. There popped up some brands in Asia, for example MI from China, Ito from China, and Centurion from Taiwan. The market of luggage is competitive. There are plenty of brands in the market, both international famous and Chinese local brands. By studying more about the market, we can understand more about the business development in the mentioned company, and know more about how a company does OEM business and how he builds a good relationship with world-known brands. This thesis contains the luggage product industry supply chain analysis, as well as the manufacturer’s OEM management style. A business model canvas is used to review the mentioned companies. As such, it is more solid to explore the feasibility and effectiveness with operational examples.
Databáze: Networked Digital Library of Theses & Dissertations
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