| Project Title: | Marketing research: research on questions and solutions of home textile marketing channels —by taking Lovo home textile as an example |
| Author: | Mr. Sijun Liu |
| Advisor: | Ass. Professor Qiu Chao |
| Degree: | Master of Business Administration (International Program) |
| Major: | International Master of Business Administration |
| Faculty: | Graduate Schools |
| Academic year: | 2016 |
Citation
Liu, Sijun. (2016). Marketing research: research on questions and solutions of home textile marketing channels —by taking Lovo home textile as an example. (Independent study, Master of Business Administration). Bangkok: Siam University.
Abstract
In recent years, Chinese home textiles industry is continuously developing as the national economy accelerates and per capita disposable income increases. However, compared with mature markets overseas, Chinese home textiles industry is still in the preliminary brand development phase. Nowadays, consumers are ever more critical of product quality, pattern and style, among others; meanwhile, Chinese home textiles has created a more competitive market. Henceforth, Chinese home textile faces a common question of existing and developing against this epoch backdrop. Marketing channels, a key factor in home textiles development, have been competitively sought by all home textiles enterprises.
Let’s take Lovo Home Textile Co., Ltd, a renowned home textiles enterprise in China, as an example. In the process of research, this paper, above all, describes theme selection background and foundation, etc. and clarifies relevant theories of channel management. In subsequent research, this paper introduces basic profile of Shanghai Lovo Home Textile Co., Ltd where the author makes a summary analysis of
several opportunities and challenges in front of the Company. Then, the current situation of Lovo Home Textile Co., Ltd marketing channels comes under research where the author makes a sophisticated attribution analysis of the current situation and problems of the company’s marketing channels. Finally, it comes the research on marketing channel design and solution of Lovo Home Textile Co., Ltd. The author hopes that the research and related conclusions are of referential value to existing or future marketing channel strategies of the Company or other home textile companies.
Keywords: home textiles, marketing channels, research.
Marketing research: research on questions and solutions of home textile marketing channels —by taking Lovo home textile as an example
International Master in Business Administration (IMBA), Siam University, Bangkok, Thailand