奢侈品的营销策略研究

文档编号:WHCY054 文档字数:17092,页数:18 附任务书,开题报告,外文翻译,文献综述

 摘要：奢侈是一门学问，奢侈品的营销有其非常独特之处。在欧美等成熟市场，奢侈品的消费历经了一个由繁荣到趋缓的过程。顺应市场的变化，奢侈品的营销业已发展出了一套比较完善的理论基础及运作规则。本文从全球奢侈品市场的发展现状分析出发，研究探讨国际成熟市场的奢侈品营销策略，进而结合中国大陆地区奢侈品市场现状及消费者的人群结构分析，从品牌、沟通、价格及渠道四个方面提出了奢侈品在中国大陆地区市场的营销策略建议，以期能对已经在中国大陆地区市场运作的及即将进入中国大陆地区市场的奢侈品牌的营销战略有所借鉴。
 关键词：奢侈品 ；营销策略；品牌策略；沟通策略；定价策略；渠道策略

RESEARCHER ON THE MARKETING STRATEGY OF LUXURY
  ABSTRACT: Extravagance is knowledge．The marketing of the luxury goods is different from the common goods．In the mature markets of the Europe and the American a period of the blooming turned to the ice time．But the marketing of the luxury goods have developed into a series of well—organized theory and methodology．This thesis begins with the introduction of the luxury goods and the analysis of the global luxury goods market．The second and the third parts are the research and discussion of the marketing strategy for the mature markets of luxury goods．The fourth part is analysis of the luxury goods market in the Chinese Mainland．Based on the advanced marketing theory and methodology concluded from the mature markets and the consumer’s construction of the Chinese Mainland，I give the suggestion of the brand strategy，the communication strategy，the prizing strategy and the channel strategy to luxury marketers operating in the Chinese Mainland market and those who want to enter into the Chinese Mainland market．
  Key words: luxury goods； marketing strategy；brand strategy；communication strategy；prizing strategy；channal strategy

目  录
绪  论……………………………………………………………………………………3
一、奢侈品概述…………………………………………………………………………3
 (一) 奢侈品定义………………………………………………………………………3
 (二) 奢侈品特征………………………………………………………………………3
 (三) 奢侈品的发展历史………………………………………………………………5
 (四) 奢侈品的消费心理………………………………………………………………6
二、国内外奢侈品市场现状分析………………………………………………………7
 (一) 国际奢侈品市场现状……………………………………………………………7
   1 全球市场增长由快速到缓慢……………………………………………………7
   2 市场集中度高……………………………………………………………………7
   3 区域市场发展状况不平衡………………………………………………………7
 (二) 国内奢侈品市场现状 …………………………………………………………8
   1 国内奢侈品市场现状……………………………………………………………8
   2 国内奢侈品消费人群……………………………………………………………8
三、 奢侈品营销策略探讨 ……………………………………………………………9
 (一) 奢侈品的品牌策略………………………………………………………………9
 1 奢侈品的品牌价值………………………………………………………………9
 2 奢侈品的品牌形象及其识别……………………………………………………9
 3 奢侈品品牌的知名度的建立与管理 …………………………………………11
 (二) 奢侈品的沟通策略 ……………………………………………………………11
 1 奢侈品沟通策略的特征 ………………………………………………………11
 2奢侈品沟通策略的制定 ………………………………………………………12
 (三) 奢侈品的定价策略……………………………………………………………13
 (四) 奢侈品的渠道策略……………………………………………………………14
总    结………………………………………………………………………………16
致    谢………………………………………………………………………………17
参考文献………………………………………………………………………………18

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