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The Analysis of the current and potential

2021-05-13 来源: 51Due教员组 类别: Essay范文

51Due教员组今天给各位留学生带来一篇纯原创市场管理代写范文,讲的是Dior战略,希望这篇可以帮助到各位留学生,同时需要代写也可以直接联系我们51Due客服vx(vx:Jenny_dynh)进行咨询。

Background

The atmosphere of a store has association with the consumers' intention. According to the study with a well-structure questionnaire and logical analysis, research findings demonstrate that the layout of a store, cleanness, lighting and temperature, color as well as proper music bring a positive impact on increasing the intention of consumers' purchasing( Hussain, Riaz & Mazhar Ali, 2015, p.16). When consumers' expectations are satisfied in the stores, they would like to spend more time on finding what they want and easily purchasing more goods. Luxury industry has been confronted with fierce competition because of the commoditization trap and fast fashion( Riot et. al,2013).As a result, more and more luxury brands realize the importance of store design as a part of their marketing market and create a consumer-oriented stores to adapt to the demands from consumers. Additionally, stores is also a platform to communicate with consumers and attract consumers' attention. Undoubtedly, store design plays a significant role in sales of luxury brands. Besides store design, visual merchandising is also an influential factor to prompt potential consumers to buy with "bold colors, incredible contrasts and artistic excellence."(Griffin, 2017,p.1). Most of consumers hope that they can become a beautiful girl or boy just like their idols who they love. So, visual merchandisers shoulder their responsibility to be " silent sellers" and attract those buyers to enter their stores and then purchase.

However, these studies before mainly focus on the general analysis and neglect the special characteristics for a luxury brand. This paper will chooses the traditional and famous luxury brand, Dior to analyze how store design and visual merchandising make a great contribution to increase companies' sales. In respond to dramatic changes, Dior has changes sharply in store design and visual merchandising, especially for the young generations.Store design and visual merchandising are two strategies to keep competitive advantages for Dior in luxury market. They are beneficial for Dior's development. But there are some recommendation to keep its traditional features and particular styles.

Aims

This paper aims to introduce Dior's market strategies in store design and visual merchandising. What's Dior's market strategy and visual merchandising? What effects does its strategy bring? The paper will answer those questions noted above and give the audience a crystal clear on Dior's special market strategies by analyzing the current condition that Dior faces.And then the paper also provides some recommendations to promote Dior's business further development.

Research Objectives

The following objectives will be brought to help to achieve the main aim of the study:

i. Make a deep analysis of how store design and visual merchandising influence buyers' purchase intention.

ii. Find out Dior's market strategy regarding store design and visual merchandising

iii. Study its particular advantages and disadvantages

iv. Provide some recommendations from other experts and researchers in accordance with the current condition that Dior faces.

Research Methodology

In the past years, some researchers make use of qualitative methodology to explore the effects brought by store design and visual merchandising(Lam, 2001)Nowadays, a certain kinds of methodologies have been used by researchers with the aims for a discussion the variable and constraints by the existing literatureHaug & Münster, 2015).Dior, as a both traditional and modern luxury brand, has special features so that its style is more complex than its appearance. When we analyze its traditional layout of stores and its environment, we would have a distinctive feelings compared with its modern layout of stores. Therefore, it had better take advantages of qualitative research that is helpful for researchers to learn more data and information. As a result, the study of the case of Dior, quantitative questionnaire is a good way to give more detailed for us to know the current condition. Moreover, the qualitative research will be well-structure and analyzed logically to obtain deeper information for the Dior's strategy as well as the impacts from store design and visual merchandising. Then the direct feeling from consumers as well as the suggestions from experts who are familiar with the marketing strategy of Dior would bring the audience a new prospect to think of those effects noted above.

The limitation of the study

Not all the researches are perfect and can avoid limitations. The limitation of my topic is that I pay more attention to the modern style of Dior in its store design and visual merchandising. And the literature review is a little updated and does not effectively reflect the current condition that Dior faces. For instance, my data analysis may base on some false information from interviewers.


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