奢侈品二线品牌延伸研究

发布时间：2018-06-02 07:36

本文选题：奢侈品 + 奢侈品品牌　；参考：《首都经济贸易大学》2009年硕士论文

【摘要】： 改革开放三十年来,伴随我国经济高速发展、城镇居民人口持续增加,越来越多的人开始青睐于奢侈品消费。另一方面,全球经济持续低迷、金融危机严重影响实体经济,全球奢侈品消费市场受到不同程度的影响。为了保持奢侈品消费市场持续发展,满足人们消费个性化、时尚化需求,越来越多的奢侈品品牌开始争相推出二线品牌并取得了巨大的成功,更有甚者,一些二线品牌大有超过原品牌发展的势头。目前,国内外对奢侈品品牌等相关问题的研究并不深入,至今尚未形成完整的研究理论。本文尝试性的在奢侈品二线品牌的定义、特征等研究基础上从奢侈品消费市场和奢侈品供给市场两个角度对奢侈品二线品牌延伸的原因进行对比分析,论述目前奢侈品二线品牌延伸的现状,并对相关案例和数据进行比较分析,提出了奢侈品二线品牌延伸的品类适宜性特点,并结合经典市场营销组合理论,对奢侈品二线品牌延伸所采用的策略进行归纳提炼。最后,文章对奢侈品二线品牌延伸的成功因素进行了概括性阐述,并就我国奢侈品二线品牌延伸问题提出了合理化建议。
[Abstract]:In the past 30 years since the reform and opening up, with the rapid development of economy in China, the population of urban residents continues to increase, and more people begin to favor luxury goods consumption. On the other hand, the global economic downturn, the financial crisis seriously affected the real economy, the global luxury consumer market has been affected to varying degrees. In order to maintain the sustainable development of luxury consumption market and meet the demand of individual consumption and fashion, more and more luxury brands are competing to launch second-tier brands and have achieved great success. Some second-line brands greatly exceed the original brand development momentum. At present, domestic and foreign research on luxury brands and other related issues is not in-depth, so far has not formed a complete theory. On the basis of the definition and characteristics of the second line of luxury brand, this paper makes a comparative analysis of the reasons for the extension of the second line of luxury brand from the two angles of luxury consumption market and luxury goods supply market. This paper discusses the current situation of the second line brand extension of luxury goods, compares and analyzes the relevant cases and data, puts forward the category suitability characteristics of the extension of the second line brand of luxury goods, and combines with the classical marketing combination theory. The second line of luxury brand extension strategy is summarized and refined. Finally, the paper gives a general description of the factors of success in the extension of the second line of luxury brands, and puts forward some reasonable suggestions on the extension of the second line brands of luxury goods in China.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F723

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