The manufacture and Marketing of garments is one of the most basic and most competitive industries in the world. In modern market economy, the traditional Marketing mode has been unable to meet the needs of consumers, with the increasingly fierce market competition, as living standard rising ceaselessly and lifestyle changing gradually. Faced with the consumers’ diverse and individual needs, Event Marketing as a new Marketing method came to being. After several successful interpretations, more and more Enterprises attach importance to the Event Marketing. With the help of political events, sports, social events, natural events Marketing, it has become a habitual Marketing method in modern Enterprise. In recent years, the clothing Brand Marketing campaign escalates, but conventional Marketing is hard to remain competitive, as the investment yield low. At the same time, the Event Marketing with its integration, dependence, participation, timeliness and other advantages achieve the final victory in the Marketing campaign. Successful Event Marketing can increase the Brand awareness,and the recognition of Brand identity. Event Marketing is not a short-term Marketing hype, and the company needs to pay attention to short- term effect and Brand long-term strategic relationship. But compared with the western mature Enterprise, Event Marketing mode is relatively young in China. It still needs more study, and Enterprise also has large promotion space. More importantly, comparing the difference between western and Chinese markets in my research, Chinese Enterprises can learn the mature Event Marketing theory and successful cases in western Enterprises. At the same time, hope to be able to make more foreign Enterprises can better understand the particularity of the Chinese market, and promote more international trade cooperation.

La produzione e commercializzazione di capi di abbigliamento è una delle industrie più elementari e più competitive del mondo. a produzione e commercializzazione di capi di abbigliamento è una delle industrie più Nella modernealeemceontoamriieapdiùi mcoemrcpaetoti,tivlaemdeoldmaloitnàddoi.Marketing tradizionale è stata in grado di soddisfare le esNigeellnazmeoddeeircnoanescuomnaotmoria, cdoinmlearcaotnoc,olarremnozdaadlitiàmdeirmcatrokesteinmgptreadpiziùioangalgeuèersrittat,acionmgerasdtoanddiasrodddisvfaitraein aulemenstigoesneznezadesiosctoanesumunaotosrti,ilecodni vlaitaccohnecocraremnbzia dgiramdeuraclmateonste.mDpirferopnitùe agegsuigeerrnitzae, cdoivmeresesteaninddairvdidduiali deviitcaoinsuamumateonrtio, l’sEevneznat sMoasrtkaeetingunèousntilneudoivovitma ecthoedocadmi cboiamgmraedrcuialimzzeanzteio.nDei nfraotnotepear efasrigferonnzte daivqeurseeste nueovinedniveidcueassliitdàe. iDcopnosudmivaetrosrei, iln’EtevrepnrteMtaazirokneitidngi sèucucnesnsuo,vsoemeptroedpoiùdiimcopmremserhcaianlinzozaztitorinbeuintoatiompoertafanrza allf’rEovnetentaMqaureksetteinngu.oCveonel'caeiustsoitàd.i Deovpeontidipvoelristiecii,nsteproprteivtai,zieovnei ndti suocciaelsi,soe,vseenmti pnraetupriaùliimdpi rMesaerkheatinngo, è divaettnritbautoitounimmpeotrotadnozdaiacllo’EmvmenetrcMialrizkzeatiznigo.nCeoanbilt'auiaulteondeilleviemnptirpeoselitimcio, dsperonretiv. i, eventi sociali, eventi naturali Nedgi lmi aurltkimetinagn,nèi,dlievecnatamtopaugnnmeedtoidMoadrikceotimngmedreciiaBlirzaznadziodnieaabbiitgulaialemneenllteoimsipsroenseo minotednesrnifeic.ate, ma con il MaNrekgetlinuglticmoinavennzi,iolenacleamèpdaigf nceiledriimanrkeeretincgomdepiebtitriavni,dcdoinaubnbibgaliassmoernitornsoi sounllo’inivnetesntimsifeicnatote. ,Amlloascteosnso temil pmoa,rLk’eEtvinegntcoMnavrekneztiinognacloenèladsifufiaciilneterigmraznioenre,cloamdpipeetintidvei,nzcao, nlaupnarbteacsispoazriotonren,olasutellm’inpveesstitvimitàenetoa.ltri vaAnltlaogsgtiestsraotetegmiciproa,gLg’iEuvnegnetreMlaavrkitetotirniag cnoanlelanesllueacianmtepgarganzeionMea,rklaetdinigp.eUndneEnvzean,t laMaprakretteincgipdaizisouncec,elsaso puteòmapumesetinvtiatàreelalctroi nvsaanptaegvogliesztzratdegelicmi ararcghgiiounegiel riecolanovsitctoimriaen tnoadlei unne’ildleecnatitmàpdaegl nBeramndarsktetsinsgo. Un Event L’EMvaernket tMinagrkdei tsinugccneosnsoèpuunòaacuamepnatagrnealapcuobnbsliacpiteavrioaleazzbaredveel mtearrmcihnioe.el'ailzriiecnodnaoshcaimbeinstogdnioudni’idperenstitaàre attdeenlzBiornaendasgtlei sesffoe.tti a breve termine mentre, al Brand e ad un rapporto strategico a lungo termine. Ma in coLn’Efrvoenntot Mcoanrkel'itminpgrensoan mè autnuaracoacmcpidaegntalpe,ublablmicoitdaarialitàa ebvrenvet-Mtearrmkientein.gl'aèzirenladtaivahma ebnisteoggniovdainpereinstCariena. E ahtateannzcioonrea abgislioegfnfeottdi iaubltrervioeritesrtumdini,el'imepnretrsea, aglubardaangdnea apderuonarnacphpeorutnoostsrpaatezgioicdoi aprluonmgoozitoenrme idnieg. rMaandi diminecnosniofrnoi.nto con l'impresa matura occidentale, la modalità event-marketing è relativamente giovane in AnCcinoara. Epihùaimanpcorrtanbties,ogcnoonfdroi nutlatenrdioori lsatudifi,fel'rimenpzraestaragiuamdeargcnaati poecrcoidaenncthaeli uenocinspeasizinoedlliapmroima orizcioenrcead, ile imgprraensdei dcinmeesnispionsis.ono imparare la teoria ormai matura di Event Marketing e dei casi di successo delle imApnrecsoeraocpciùidiemnptaolri.taAnltloe,scteosnsforotnetmanpdoo, la sdpifeferarennzazadtiraesismerercinatgi roacdcoideindtalrieevictaineaspi inùeilmlapmreisaeriscterarcnaie,re puleòifmarpmreesgeliocinceosmiproesnsdoenroeilmeparatirceollariteàodriealomrmeraciamtoactuinreasdei,EevpernotmMuaorvkerteinugnaemdaegigciaosreidciosoupcecreaszsione codmemlleerimciaplresineteorcncaizdioenataleli. Allo

Event marketing for fashion brands

REN, WENJING
2015/2016

Abstract

The manufacture and Marketing of garments is one of the most basic and most competitive industries in the world. In modern market economy, the traditional Marketing mode has been unable to meet the needs of consumers, with the increasingly fierce market competition, as living standard rising ceaselessly and lifestyle changing gradually. Faced with the consumers’ diverse and individual needs, Event Marketing as a new Marketing method came to being. After several successful interpretations, more and more Enterprises attach importance to the Event Marketing. With the help of political events, sports, social events, natural events Marketing, it has become a habitual Marketing method in modern Enterprise. In recent years, the clothing Brand Marketing campaign escalates, but conventional Marketing is hard to remain competitive, as the investment yield low. At the same time, the Event Marketing with its integration, dependence, participation, timeliness and other advantages achieve the final victory in the Marketing campaign. Successful Event Marketing can increase the Brand awareness,and the recognition of Brand identity. Event Marketing is not a short-term Marketing hype, and the company needs to pay attention to short- term effect and Brand long-term strategic relationship. But compared with the western mature Enterprise, Event Marketing mode is relatively young in China. It still needs more study, and Enterprise also has large promotion space. More importantly, comparing the difference between western and Chinese markets in my research, Chinese Enterprises can learn the mature Event Marketing theory and successful cases in western Enterprises. At the same time, hope to be able to make more foreign Enterprises can better understand the particularity of the Chinese market, and promote more international trade cooperation.
ARC III - Scuola del Design
21-dic-2016
2015/2016
La produzione e commercializzazione di capi di abbigliamento è una delle industrie più elementari e più competitive del mondo. a produzione e commercializzazione di capi di abbigliamento è una delle industrie più Nella modernealeemceontoamriieapdiùi mcoemrcpaetoti,tivlaemdeoldmaloitnàddoi.Marketing tradizionale è stata in grado di soddisfare le esNigeellnazmeoddeeircnoanescuomnaotmoria, cdoinmlearcaotnoc,olarremnozdaadlitiàmdeirmcatrokesteinmgptreadpiziùioangalgeuèersrittat,acionmgerasdtoanddiasrodddisvfaitraein aulemenstigoesneznezadesiosctoanesumunaotosrti,ilecodni vlaitaccohnecocraremnbzia dgiramdeuraclmateonste.mDpirferopnitùe agegsuigeerrnitzae, cdoivmeresesteaninddairvdidduiali deviitcaoinsuamumateonrtio, l’sEevneznat sMoasrtkaeetingunèousntilneudoivovitma ecthoedocadmi cboiamgmraedrcuialimzzeanzteio.nDei nfraotnotepear efasrigferonnzte daivqeurseeste nueovinedniveidcueassliitdàe. iDcopnosudmivaetrosrei, iln’EtevrepnrteMtaazirokneitidngi sèucucnesnsuo,vsoemeptroedpoiùdiimcopmremserhcaianlinzozaztitorinbeuintoatiompoertafanrza allf’rEovnetentaMqaureksetteinngu.oCveonel'caeiustsoitàd.i Deovpeontidipvoelristiecii,nsteproprteivtai,zieovnei ndti suocciaelsi,soe,vseenmti pnraetupriaùliimdpi rMesaerkheatinngo, è divaettnritbautoitounimmpeotrotadnozdaiacllo’EmvmenetrcMialrizkzeatiznigo.nCeoanbilt'auiaulteondeilleviemnptirpeoselitimcio, dsperonretiv. i, eventi sociali, eventi naturali Nedgi lmi aurltkimetinagn,nèi,dlievecnatamtopaugnnmeedtoidMoadrikceotimngmedreciiaBlirzaznadziodnieaabbiitgulaialemneenllteoimsipsroenseo minotednesrnifeic.ate, ma con il MaNrekgetlinuglticmoinavennzi,iolenacleamèpdaigf nceiledriimanrkeeretincgomdepiebtitriavni,dcdoinaubnbibgaliassmoernitornsoi sounllo’inivnetesntimsifeicnatote. ,Amlloascteosnso temil pmoa,rLk’eEtvinegntcoMnavrekneztiinognacloenèladsifufiaciilneterigmraznioenre,cloamdpipeetintidvei,nzcao, nlaupnarbteacsispoazriotonren,olasutellm’inpveesstitvimitàenetoa.ltri vaAnltlaogsgtiestsraotetegmiciproa,gLg’iEuvnegnetreMlaavrkitetotirniag cnoanlelanesllueacianmtepgarganzeionMea,rklaetdinigp.eUndneEnvzean,t laMaprakretteincgipdaizisouncec,elsaso puteòmapumesetinvtiatàreelalctroi nvsaanptaegvogliesztzratdegelicmi ararcghgiiounegiel riecolanovsitctoimriaen tnoadlei unne’ildleecnatitmàpdaegl nBeramndarsktetsinsgo. Un Event L’EMvaernket tMinagrkdei tsinugccneosnsoèpuunòaacuamepnatagrnealapcuobnbsliacpiteavrioaleazzbaredveel mtearrmcihnioe.el'ailzriiecnodnaoshcaimbeinstogdnioudni’idperenstitaàre attdeenlzBiornaendasgtlei sesffoe.tti a breve termine mentre, al Brand e ad un rapporto strategico a lungo termine. Ma in coLn’Efrvoenntot Mcoanrkel'itminpgrensoan mè autnuaracoacmcpidaegntalpe,ublablmicoitdaarialitàa ebvrenvet-Mtearrmkientein.gl'aèzirenladtaivahma ebnisteoggniovdainpereinstCariena. E ahtateannzcioonrea abgislioegfnfeottdi iaubltrervioeritesrtumdini,el'imepnretrsea, aglubardaangdnea apderuonarnacphpeorutnoostsrpaatezgioicdoi aprluonmgoozitoenrme idnieg. rMaandi diminecnosniofrnoi.nto con l'impresa matura occidentale, la modalità event-marketing è relativamente giovane in AnCcinoara. Epihùaimanpcorrtanbties,ogcnoonfdroi nutlatenrdioori lsatudifi,fel'rimenpzraestaragiuamdeargcnaati poecrcoidaenncthaeli uenocinspeasizinoedlliapmroima orizcioenrcead, ile imgprraensdei dcinmeesnispionsis.ono imparare la teoria ormai matura di Event Marketing e dei casi di successo delle imApnrecsoeraocpciùidiemnptaolri.taAnltloe,scteosnsforotnetmanpdoo, la sdpifeferarennzazadtiraesismerercinatgi roacdcoideindtalrieevictaineaspi inùeilmlapmreisaeriscterarcnaie,re puleòifmarpmreesgeliocinceosmiproesnsdoenroeilmeparatirceollariteàodriealomrmeraciamtoactuinreasdei,EevpernotmMuaorvkerteinugnaemdaegigciaosreidciosoupcecreaszsione codmemlleerimciaplresineteorcncaizdioenataleli. Allo
Tesi di laurea Magistrale
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10589/131589