“一带一路”背景下印度服装市场特点及中国企业进驻策略  

Features of Indian fashion market and entry strategies for Chinese enterprises under “the Belt and Road”

作　　者：龚姚伊 孙虹[1,2,3] GONG Yaoyi;SUN Hong(School of Fashion Design & Engineering,Zhejiang Sci-Tech University,Hangzhou 310018,China;Silk and Fashion Culture Research Center of Zhejiang Province,Zhejiang Sci-Tech University,Hangzhou 310018,China;Key Laboratory of Digital Technology of Silk Cultural Heritage and Product Design,Zhejiang Sci-Tech University,Hangzhou 310018,China)

机构地区：[1]浙江理工大学服装学院,杭州310018 [2]浙江理工大学浙江省丝绸与时尚文化研究中心,杭州310018 [3]浙江理工大学丝绸文化传承与产品设计数字化技术文化部重点实验室,杭州310018

出　　处：《丝绸》2019年第7期52-58,共7页Journal of Silk

基　　金：浙江省社科普及全额资助项目(17KPCB03YB);浙江省社科规划课题项目(17KPCB03YB)

摘　　要：通过对印度服装市场与国际服饰品牌进驻策略的情况进行文献资料的调查与研究分析,发现印度市场具有一定的发展前景,但印度服装市场与中国本土服装市场具有不同的特征,从这一角度出发,中国服装企业在进驻印度市场时需要有灵活的策略:差异化营销、品牌授权和合资方式等品牌策略;注重印度人审美偏好、融入印度元素的产品策略;重视市场区分度高低有别的灵活性价格策略;瞄准印度人电商购物的热情,充分利用线上渠道的策略;发挥“粉丝经济”效应、互联网推广等多模式、多渠道切入的促销策略。Through the investigation and analysis of the literature about Indian fashion market and the entry strategies of international apparel brands, the author has discovered that Indian fashion market has promising prospects. Nevertheless, there are apparent differences between Indian fashion market and Chinese fashion market. From this perspective, flexible strategies are necessary for Chinese apparel enterprises to enter the Indian market: brand strategies such as differentiated marketing, brand licensing and joint venture;product strategies such as focusing on Indians’ aesthetic preferences and integration of Indian elements;flexible pricing strategies for different market segments;strategies targeting Indians’ enthusiasm for e-commerce shopping and making full use of online channel;multi-channel promotion strategies such as giving play to “fan economy” effect and using the Internet for promotion.

关 键 词：一带一路 印度服装市场 进驻策略 品牌策略 营销策略组合 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]