英语论文网

middle man. It is composed of four ways with setting department exporting to foreign countries, foreign dealers, establishing a foreign office, founding a subsidiary corporation for marketing in outside. Calvin Klein has over 200 independent stores; in many cities, Calvin Klein has plenty of commercial agents who are able to help to sell its products. Calvin Klein just utilize setting department in china. It accord with the direct exporting mode. Through this method, CK could precisely grasp the market trend of china, knowing about the specific demand of Chinese people and to design more suitable for Chinese consumers.
The other merits are that the enterprise can be aware of the product distribution in time and be able to conquer price (Kotler, 2011). Especially in recent years, sales resorting to the network increasingly come to be a kind of overwhelming pattern. CNNIC tell us that until 1 January 2012, the population of Chinese internet users has break through 513 million. And found that in 2011, the scale of people who buying online reached 194 million. Consequently, to trade online in china is also a wonderful process when entering into china market.
2.2. Market segmentation and concludes that the target population
Calvin Klein runs so many sorts including underwear, CK jeans sunglasses, perfume and so on. In America Calvin Klein design its product in simplest, comfortable and elegant style to draw many American’s attention, especially for the office ladies’. Calvin Klein expressed that he want to pursue the dignity of human nature, and this is based on the common value of human beings: love, eternity and sharing. So it happens to have the same view with the America people.
Now, here in china, Calvin Klein still try to position target population. Along with so many university students turning into the main force of prominent intellectuals---that is the so-called white-collar, they promote the consumption of society. And the Chinese reforming and opening gives a number of merchants’ chances to gain profits. That is to say, the Chinese clients thoroughly are divided into two integral parts. First one is urban young white collar; they have got higher education, earning money with knowledge and wishing to feast on the luxury goods for enhancing life quality. Another crowd is the rice men who seek some particular things to show their status, their taste and their difference. The two groups can guarantee the sales of CK and open up the latent market.
2.3. Formulating product strategy
The core of a great brand is a great product. The products are the material carrier. A perfect product strategy is very significant to a company.
2.3.1. Five factors consisting of the consumer value hierarchy
When supplying their products and services in the market, the salesman should take the five product levels into consideration. The five ones consist of the consumer value hierarchy. The fundamental level is core benefit. It means what the consumers really buy, such as the break and sleep in the taverns. Second one is basic product which is the something transferred from the core benefit such as a TV and a bed. Third one is the expected product, that is to say that some service or quality beyond the imagination of clients such as a clean bed, new desk lamp and so on. Fourth one is augmented product. This makes clients comfortable and surprised. For example, it is still the sa