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商品編號： 9-308-025 出版日期： 2007/08/09 作者姓名： Abrami, Regina;Kirby, William C.;McFarlan, F. Warren;Wathieu, Luc;Wang, Gao;Li, Fei;Manty, Tracy Yuen 商品類別： Marketing 商品規格： 19p 再版日期： 2008/03/07 地域： China 產業： Retail trade;Computers & electronics 個案年度： 2007 - 2007
商品敘述：
Fiyta had long been on of China''s foremost watch brands. However, as China''s economy began to improve and the livelihood of many Chinese rose with it, their tastes began to change. Exposed to more luxurious foreign brands, many Chinese strived to purchase a Swiss or Japanese watch. How could Fiyta build up its brand image to a more sophisticated Chinese consumer? What marketing activities should it undertake to reinvigorate its brand? Is it meeting the needs of all segments of Chinese consumers? Should it?
涵蓋領域：
Marketing;Marketing management;Brand management
相關資料：
Case Teaching Note, (5-311-062), 4p, by F. Warren McFarlan
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