Market Analyze On Cashmere Industry And Research On Product Strategy

China is the main export country of cashmere and cashmere products in the world. With the twenty years developing, the civil cashmere industry had changed from the advantage of cashmere material to the advantage of the cashmere product. After being the part of WTO, the cashmere industry of China got the bigger space for developing. While at the same time, there are more enterprises and capital investing this industry, making the competition in cashmere industry harder and harder. Facing the situation, the capital which wants to get into the industry and the cashmere enterprises, whether old or new, must make the clear view to the current situation in civil and know what is the need of the customer. So they can adapt the change of the market need and realize the increase of the market share and the expanding of the enterprises.Therefore, it is necessary to conclude and analyze the developing process of the cashmere industry and current situations in China, discuss the developing direction in future, establish the consume model of cashmere products in China and propose the corresponding products strategy. This thesis based on the facts and paid our attention to the cashmere industry. We analyze the market and competition conditions in the cashmere industry in China and compare and study three civil represent list companys in cashmere industry. From these comparisons and studies, we give the references to enterprises in this industry to analyze their advantages and disadvantages. At the same time, we can offer foundation to comprehend the cashmere industry and make decision to invest this industry. We make the paper investigation to the consumer of the cashmere products and use corresponding analysis and cluster analysis based upon the data statistics. Under these analyses, we canestablish the consuming model, market segmentation and provide effective product strategy for enterprises.This thesis based on the study of the mass documentary material. And in the course of the studying, we investigate the NINGXIA ST.EDENWEISS CO.,LTD.,XINJIANG TIANSHAN WOOLLEN TEXTILES CO.,LTD and so on. From these enterprises, we acquired a lot of first hand materials. Otherwise, the Fashion Institute and Business School of Donghua University co-operated with XINJIANG TIANSHAN WOOLLEN TEXTILES CO.,LTD. in the project of brand markrting, the author as a major member participated in and gained the practical knowledge. Since Oct. 2002, the author also has worked part-time for Shanghai Investment and Counsel Company. In this company, the author has taken part in several projects of the industry study and mastered the international industry research methods.Chapter one describes the background of this thesis and introduces the construction of the thesis and the theories and methods which use in the thesis.Chapter two first definite cashmere industry, then based on the economic and politic circumstances of the international and civil this chapter analyzes market scale^ product condition and competition state and forecasts the development of cashmere industry.Chapter three probes into three representative list companys in cashmere industry and analyzes their advantages and disadvantages.Chapter four investigates the customer of cashmere and based upon the data statistics this chapter establishes the consuming model of cashmere products through the corresponding analysis method.Chapter five uses cluster analysis to segmentate cashmere market based on the product factors and provides corresponding product strategy.Chapter six expounds the conclusion of the thesis and gives some proposes to the next study.This thesis strives to have the value of reference for researchers of cashmere industry to study the industry and for managers of cashmere enterprises to make business strategy.Cui Yueling (Fashion Design and Engineering) Directed by Prof. Yang Yixiong...