國(guó)際營(yíng)銷波司登

1、Marketing environment analysisGroup members：汪瑤 閔安婷 張倩陽 謝含晨BOSIDENG TO Italy波司登Content：IntroductionItalian HistoryGeography settingPolitical systemNational cultural1.2.3.4.5.6.Legal system1. IntroductionCompany introductionBosideng 波司登 Products：Down apparel（羽絨服），mens wear， womens wear，casual wear 4 c

2、ore brands: Bosideng, Snow Flying, Combo and Bengen. （波司登 雪中飛 康博 冰潔London） Internationalization strategy：Russia，Japan，German，America， Switzerland，England2. Italian HistoryItaly The Roman Empire The Renaissance 文藝復(fù)興 Reunification in 1861 by the kingdom of Sardinia The Republic of Italy is established

3、 in1948 PART 2PART 3PART 4THE ENDPART 1ItalyGeography setting1.Location in the south of Europe. close to France、Switzerland、 Austria.PART 3PART 4THE ENDPART 1ItalyEUROPEPART 3PART 4THE ENDPART 1ItalyItalyPART 3PART 4THE ENDPART 1Italy2.ClimateSubtropical Mediterranean climate.（亞熱帶地中海氣候）Valley winds.

4、Winter is damp and cold.PART 3PART 4THE ENDPART 1Italy3.TopographySeparated to other countries by Alps.Transportation system - Perfect.Highway-the most satisfactory one.Railway-multinational high speed rail.PART 3PART 4THE ENDPART 1The AlpsPART 3PART 4THE ENDPART 1ItalyImpact on marketing:Methods to

5、 distribution. (insideoutside country)Domestic designation.(distinctive climatestyle of clothes)PART 3PART 4THE ENDPART 1PART 2Political SystemIntroductionPolitical PartyPolitical Risks1.2.3.PART 4THE ENDPART 1PART 2IntroductionThe Italy Republic is a parliamentary republic.It uses a bicameral parli

6、ament system, the house of Representatives and the Senate have the equal power. The president is the head of state; the cabinet is the core of state power.ParlimentGovernmentPresidentTEXTPolitical partyIt uses a multi-party system including many parties.There are 7 mostly important parties. The Cath

7、olic Democratic PartyThe Communist Party of ItalyIn general, Italian political situation is stable.Italian preferential policy to encourage foreign investmentInstability of governmentPolitical risksPART 4THE ENDPART 1PART 2PART 3Legal system PART 4THE ENDPART 1PART 2PART 3Legal system Code law/Civil law system is based on an all-inclusive system of written rules (codes) of law.PART 4THE ENDPART 1PART 2PART 3National