The Analysis of Operation Strategy of Chanel in China

Abstract

This article introduces the basic function of the Chanel brand to clarify the duty and type of products that Chanel makes and point out the type of industry in which Chanel operates. furthermore, this article focuses on the business of Chanel operated in China with the introduction of the features of relevant market which Chanel operates in China. And the article uses different analysis tools to layout the market position and operation environment of Chanel, including PEST analysis, which describes the outside factors that may potentially affect the strategic making of Chanel, and SWOT analysis, which gives an abstract of both inside and outside advantages and limitations of Chanel, and marketing mix, which introduces the operation features of Chanel in 4 different quadrants. Four different problems that Chanel needs to face in the Chinese market will be evaluated from the concept of the marketing mix, and the relevant suggestions according to the problems will be listed.