Japanese Women's Fashion Brands Marketing Strategy In Tokyo And Hangzhou Based On Business Model Canvas

Japan's textile industry is one of the earliest developed in the Asian countries,which has the emerging developed textile technology in the world,and the textile industry has played a great role in the revitalization of the Japanese economy.The expansion of the global market is one of the most important ways for the development of clothing brand.The Japanese clothing brand occupies an increasingly large share in the international market,especially in the Asian market.In recent years,the Japanese fashion women's clothing brand has speeded up its shop expansion in China and created a considerable profit,which is attributable to Its management idea and vision.This paper is aimed at studying the market strategies of Japanese women's fashion brands in Japan and China,the targeted consumer groups are female college students in Tokyo and Hangzhou.Due to the cultural differences and government restrictions,the international strategy from clothing enterprises needs to make a reasonable effort to achieve long-term goals and manage the marketing process which is involved in the whole work.First,six Japanese fashion brands are selected to carry out detailed investigation and analysis through the method of case analysis,to determine an orientation of these brands in the Japanese market and the Chinese market.Secondly,this paper is going to analyse the international marketing strategy of Japanese women's fashion brand under the framework of business model canvas.Business model canvas is designed by Alexander Osterwalder and Yves Pigneur as a decision-making tool for enterprises.This paper uses the business model canvas model,associated with the four related elements from the canvas:market value propositions,customer relationships,channels,customer segments,as a result,the author designs a conceptual model of value proposition canvas.According to that model,the author is going to analyse the current situation of the marketing strategy of six Japanese fashion women's clothing brands in Tokyo and Hangzhou.Third,this paper is going to make an empirical analysis through the questionnaire of consumer satisfaction investigation,the questionnaire is designed to investigate the difference between Tokyo consumers and Hangzhou consumers on the satisfaction of six Japanese women's fashion brands,which is based on the various factors in the value canvas.Based on analysis of the result of investigation and data,this paper will elaborate the marketing strategies of the six brands in Tokyo and Hangzhou from the consumer perspective.Then,it will summarize and analyses how the Japanese women's fashion brands implement their marketing strategies in Tokyo and Hangzhou.China is not only a large consuming country of clothing but also a garment producer.The garment industry has promoted the development of China's economy.On the contrary,because of lacking brand awareness and marketing strategy,there are many challenges in the international development of Chinese clothing brand.This paper will consult international marketing strategy of Japanese women's fashion brands,to put forward proposals for the future development of the Chinese clothing brand.