摘要
随着服装市场细分程度不断深化以及竞争环境日益激烈,国内服装行业发生了巨大的变化,艾格自进入中国市场以来,经历了市场变化的各个阶段,如今面对业绩不断下滑,艾格将调整其发展策略以适应现阶段服装市场的竞争环境。通过对艾格在国内市场发展现状及发展困境的研究,运用五力分析模型,分析了艾格目前在中国服装市场所处的竞争环境,并对艾格这一阶段的发展策略提出了建议。
With the continuous deepening of the clothing market segmentation and the increasingly fierce competitive environment,the domestic apparel industry has undergone tremendous changes.Etam has experienced various stages of market changes since entering the Chinese market and now faced with continuous decline in performance,Etam will adjust its development strategy to adapt to the current competitive environment of the apparel market.Through the analysis of Etam's development status in the domestic market and its development difficulties,using the five-force analysis model,the author analyzes Etam's current competitive environment in the Chinese apparel market and makes recommendations on Etam's development strategy at this stage.
作者
顾凯迪
陈建伟
GU Kaidi;CHEN Jianwei(College of Textiles and Clothing,Qingdao University,Qingdao 266071,China)
出处
《服装学报》
CAS
2018年第2期172-176,共5页
Journal of Clothing Research
关键词
艾格
服装
市场
竞争环境
五力分析
Etam
clothing
market
competitive environment
five-force analysis
