Dissertation
Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Mongolian Cashmere Marketing Strategy Based on Consumer Behavior Research

Author DaoErJi
Tutor WangDeSheng
School Shandong University
Course Business management
Keywords Mongolia Cashmere brand Cashmere product Marketing strategy
CLC F274
Type Master's thesis
Year 2012
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Mongolia is one of the big countries of the world’s cashmere that vast in territory, rich in resources, economy development has the huge potential. If transforms resources as the economical superiority of this region, it is can lead the development of the entire national economy. This article chose the wool industry which one of the most characteristic industry of Mongolia. The wool industry was organic knot synthesis of the animal husbandry and the textile industry, also one of superiority industries of our country in the world.Mongolia is the second largest cashmere producing countries, the annual production of3000tons of cashmere, about21percent of the global cashmere market. Mongolia cashmere in the world market has a certain reputation, with the integration of the world economy and setting of market economy in our country, there must be a wide area for the development of Mongolian wool industry but also face with great challenge.Cashmere products in the textile industry, a relatively new branch of the history of the development is not long. However, the threshold of Mongolia into the cashmere industry is very low, so there will be a large number of small businesses involved into the cashmere processing, which also led to competitors within the industry increasing the quality of the product had poor arrhythmia condition. And naw How to make Mongolian cashmere industry to achieve better development, how to make a more healthy development of the Mongolian cashmere manufacturers has become a problem.The article has three parts. One is judment on the strategy of Mongolian cashmere industry. Two isConduct a full investigation, analysis of consumer characteristics and attitudes of the Mongolian cashmere cashmere consumers. Three is analysis and assessment of Mongolia, several large cashmere manufacturer’s marketing strategy. In the first part, I introduce the product and industry overview, and then analyze the politics, economic, society, population and climate environment and demanding situation. After that I analyze the cashmere competition environment and SWOT. In the second part, through the research by consumers of cashmere products in the city of Ulaanbatar, I analyze the brand concept of cashmere products, brand image, consumer behavior, buying behavior, the attitude of the quality and price, then determine the characteristics of the Mongolian cashmere products consumers and cashmere manufacturer’s marketing model. In the third part, I just tried to provide strategic advice on the development of the Mongolian cashmere production and cashmere industry in Mongolia cashmere manufacturer’s marketing strategy on the basis of research.

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