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在当下,没有一个国际品牌会忽视中国市场,快速消费品品牌更是如此。在相隔8年后的2010年,美国最大的服装零售集团GAP高调进军中国市场,GAP品牌率先带着全新的中文名“盖璞”卷土重来。但是,GAP在中国需要面对一群已经先期进入的国际快消服装品牌和中国本土品牌,能否在夹缝中后来居上,是GAP在夹缝中生存所不得不面对的。
In the moment, no one international brand will ignore the Chinese market, especially the FMCG brands. In 2010, eight years after 2010, GAP, the largest apparel retail group in the United States, entered the Chinese market in a high-profile manner. The GAP brand takes the lead with a new Chinese name, “Gap Pu”. However, GAP in China needs to face a group of already entered the international FMCG brand and local brands in China, can come from behind in the cracks, GAP has to survive in the cracks have to face.