成功关键:首先,定位清晰,目标市场精确;其次,全产业链合作与服务;第三,特许经销权与认证工厂的模式;第四,杜邦公司的市场影响力;第五:品牌推广方式多样。精准定位莱卡的市场目标是锁定中高收入人群,杜邦公司对莱卡品牌的营销重点放在莱卡纤维的代表性上,莱卡纤维代表了时尚、舒适、贴身、保形及运动自如。在此基础上,莱卡纤维又逐步增强亲肤性能,以进一步开拓市场。全产业链合作杜邦公司以莱卡为中心建立了 Second, the whole industry chain cooperation and service; Third, franchising and certification factory model; Fourth, DuPont’s market influence; Fifth: a variety of brand promotion methods . Precise targeting Lycra market goal is to lock in high-income groups, DuPont Lycra brand marketing focus on the representation of Lycra fiber, Lycra fiber represents a stylish, comfortable, personal, conformal and movement freely. On this basis, Lycra fiber and gradually enhance skin-friendly performance, in order to further open up the market. The whole industry chain cooperation DuPont Lai Chika as the center established