王品的品牌战略(B)

Translated title of the contribution: Wowprimes's Brand Diversification Strategy

蔡舒恒, 朱琼, 张云路

Research output: Other contributionCase Studies

Abstract

Wowprime plans to have 1,000 stores in the China mainland market by 2022. As of August 2016, the company, which had been in the Chinese market for 14 years, had only 149 stores and 5 brands. Case A mainly describes the development of Wowprime products in mainland China before the end of 2012, the key problems Wowprime encountered, and its limited strategic choices. Case B describes the company's brand diversification strategy in mainland China since 2013, corresponding capacity-building efforts, and challenges faced. Different strategic choices are bound to have different developmental results.
Translated title of the contributionWowprimes's Brand Diversification Strategy
Original languageChinese (Simplified)
Number of pages12
Publication statusPublished - 1 Oct 2018

Case number

OMS-18-526

Case normative number

OMS-18-526-CC

Case type

现场案例

Update date

2018-09-28

Published by

中欧国际工商学院

Keywords

  • 中国市场
  • 品牌
  • 多元化
  • 多品牌
  • 战略

Case studies discipline

  • Operations & Management Science

Case studies industry

  • Accommodation & Food Services

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