奢侈品牌传播规律与策略研究

发布时间：2018-04-12 17:18

本文选题：奢侈品牌 + 品牌传播　；参考：《华中科技大学》2008年硕士论文

【摘要】： 随着中国经济的迅猛发展,中国涌现出了越来越多的高消费人群,其对奢侈品的需求也随之逐年增长。在国外奢侈品市场逐渐饱和的同时,全球奢侈品牌纷纷进军中国市场,并展开了一系列强劲有力的品牌传播攻势。与西方发达国家相比,我国的奢侈品市场存在独有的特点,比如多数中国人购买奢侈品往往出于炫耀心理。因此,在总结各自品牌传播经验的基础上,结合中国消费者的特殊性,奢侈品牌在中国采取了针对性更强、更加有效的品牌传播策略。相对于我国而言,欧美国家奢侈品市场及奢侈品牌的发展都高于我国,因此对于它们的研究西方学者已经出版了多本著作。但是,有关奢侈品牌传播的研究却零星可见,也没有形成系统的著作。而作为高端产品品牌的代表,奢侈品牌的品牌传播方法对于其它品牌而言或多或少都具有一定的借鉴意义。在此背景下,本文以品牌传播为切入视角,采用文献调查法及个案分析法,在对品牌及品牌资产、奢侈及奢侈品牌概念及其发展梳理的基础上,对奢侈品牌传播的规律进行了总结,并且通过大量案例分析对奢侈品牌的公关、广告、人际传播、终端、服务及网络等品牌传播策略进行了详细的阐述。在此分析的基础上,对我国企业进行品牌传播、打造品牌提出了几点看法,希望能够为我国企业在发展品牌的道路上提供一定的启示。
[Abstract]:With the rapid development of Chinese economy, more and more high-consumption people emerge in China, and the demand for luxury goods increases year by year.While the foreign luxury market is gradually saturated, global luxury brands have entered the Chinese market and launched a series of strong brand communication offensives.Compared with the western developed countries, China's luxury market has its own characteristics, for example, most Chinese people buy luxury goods out of bravado.Therefore, on the basis of summarizing their own brand communication experience and combining the particularity of Chinese consumers, luxury brands have adopted more targeted and more effective brand communication strategies in China.Compared with our country, the development of luxury goods market and luxury brands in Europe and America is higher than that in China, so many books have been published by western scholars.However, the research on luxury brand communication is sporadic and there is no systematic work.As the representative of high-end brands, brand communication methods of luxury brands are more or less useful for other brands.Under this background, this article regards brand communication as the angle of view, adopts the literature investigation method and the case analysis method, on the basis of combing the brand and brand asset, luxury and luxury brand concept and its development.The law of luxury brand communication is summarized, and the strategies of brand communication, such as public relations, advertising, interpersonal communication, terminal, service and network, are explained in detail through a large number of case studies.On the basis of this analysis, this paper puts forward some views on brand communication and brand building for Chinese enterprises, hoping to provide some enlightenment for Chinese enterprises on the road of brand development.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G206

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