Study of the Innovation of Cashmere EnterprisesMarketing Strategy Based on the Factors Influencing ConsumersChoice of Cashmere Products

摘要：

With the rapid development of cashmere industry and the rising living standards,the domestic and foreign market demands for cashmere products increases constantly and there are some new features on consumption.Aiming at consumersmain concerns when they choose cashmere products,the enterprises should create their marketing strategies to meet with consumersrequirements and obtain competitive advantages.By literature research method and induction,this paper analyses the factors influencing consumerschoice of cashmere Products depending on the findings reported by Chinese Clothing Market Research Center.Furthermore, it proposes some marketing innovation strategies on product,technology,promotion and marketing channels for cashmere enterprises.

关键词： cashmere products influencing factors marketing innovation

作者: XU Haiqing

作者单位: School of Business,Inner Mongolia Finance and Economics College,Huhhot,P.R.China,010070

会议类型: 国际会议

会议名称: 2010 Summit International Marketing Science and Management Technology Conference(2010年国际营销科学与管理技术大会)

会议地点: 浙江绍兴

会议语种:英文

页码: 494-497

在线出版日期: 2010-08-07（万方平台首次上网日期，不代表论文的发表时间）