The Investigation Of Blue Ocean On Domestic Popular Casual Clothing Industry

Though the blue ocean and its relative theories just brought forward and put into research and practice just two years, we have to admit that it triggers the attention and domino offect all over the world. In China, tidal wave of casual clothing keeps up its pave year by year. However, under the condition that there are more brands, less different between pattern and pricing and the rational consumers, enterprises among the popular casual clothing industry have to face this problem: how to standout from the fierce competitive market? The answer is clear: to establish blue ocean.Traditionally, the competition strategies enterprises adopt normally include cost leadership,differentiation and focus strategy, they all have its own advantages and disadvantages. Nevertheless, the appearance of blue ocean smashes this dilemma drastically. Through blue ocean, cost leadership and differentiation can make a perfect combination and give the enterprise an unexampled competitive superiority. What's more, this superiority can perform extremely well in a mature industry. Of course, to establish blue ocean is not a piece of cake, it must observe a series of analyzing tools and methods, then collect abundant information and data and integrate the enterprise's own experience etc. Hence, during this thesis, I firstly make a brief introduction on blue ocean and relative concepts, Afterwards, I do analysis,researches and previews on domestic popular casual clothing industry. Finally, I trace out the rudiment blue ocean united with all kinds of cases,industry development trend and theory analysis. Since every new strategy will face different hurdles during its execution, in the final part of this paper, I do an analysis on these obstacles the enterprise may confront and figure out the corresponding settlements.This dissertation is divided into three sections: the first one is introduction (Chapter One,Chapter Two), making a brief description on related researches around the world and illuminating the background and significance of this essay; the second part(Chapter Three,Chapter Four) mainly do the analysis and previews in domestic popular casual clothing industry, including some market research data; the last part(Chapter Five,Chapter Six) establishes the new strategy combination—blue ocean of domestic popular casual clothing, along with a description in blue ocean's execution and the brand-new shopping experience consumers will taste.