大众推广还是小众推广？中国奢侈品品牌推广的悖论研究
发布时间：2018-07-20 18:18
【摘要】： 本论文研究的目的是分析奢侈品品牌在中国两种截然相反的推广模式,大众推广和小众推广,客观地阐述两种战略的矛盾与优缺点。 研究致力于中国的奢侈品市场,论文从总结了中国奢侈品市场的现状和发展潜能开始,分析了跨国奢侈品品牌在中国市场所使用的各种各样的推广策略。围绕这一点,还进一步详细列举了两个品牌案例,路易威登和爱马仕,分别代表大众推广策略和小众推广策略。这两个品牌都是很早以前就进入中国,在中国市场上已经有了一些经验,比较了解中国消费。 本论文所得出的结论是,在中国奢侈品消费市场的现阶段,大众推广有其一定的必要性,对扩大其品牌知名度,获取潜在客户都有着重要的作用,然而我们也看到随着中国消费者越来越成熟,他们可能更注重奢侈品的“贵乎稀有”这一品质。因此,大众推广策略可能就体现出消极的影响。大众推广在获得很多消费者的同时,稀释了或弱化了奢侈品地位的光芒。所以对于未来的市场,这并不一定是一个可以适用于所有的奢侈品品牌推广的战略。
[Abstract]:The purpose of this paper is to analyze the two opposite promotion modes of luxury brand in China, popularizing and minority popularizing, and expounding objectively the contradiction, advantages and disadvantages of the two strategies. Focusing on the luxury market in China, this paper begins with a summary of the current situation and development potential of the Chinese luxury market, and analyzes the various promotion strategies used by multinational luxury brands in the Chinese market. Around this point, there are further detailed examples of two brand cases, Louis Vuitton and Herm 猫 s, respectively, on behalf of the popular promotion strategy and niche promotion strategy. Both brands entered China a long time ago. They have some experience in the Chinese market and have a better understanding of Chinese consumption. The conclusion of this paper is that at the present stage of the luxury consumption market in China, it is necessary to popularize the market, which plays an important role in expanding its brand awareness and obtaining potential customers. However, we also see that as Chinese consumers become more mature, they may focus more on the "expensive rare" quality of luxury goods. Therefore, the populace promotion strategy may reflect the negative influence. Popular promotion in many consumers at the same time diluted or weakened the status of luxury light. So for the future market, this is not necessarily a strategy that can be applied to all luxury brands.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F723
本文编号：2134355
[Abstract]:The purpose of this paper is to analyze the two opposite promotion modes of luxury brand in China, popularizing and minority popularizing, and expounding objectively the contradiction, advantages and disadvantages of the two strategies. Focusing on the luxury market in China, this paper begins with a summary of the current situation and development potential of the Chinese luxury market, and analyzes the various promotion strategies used by multinational luxury brands in the Chinese market. Around this point, there are further detailed examples of two brand cases, Louis Vuitton and Herm 猫 s, respectively, on behalf of the popular promotion strategy and niche promotion strategy. Both brands entered China a long time ago. They have some experience in the Chinese market and have a better understanding of Chinese consumption. The conclusion of this paper is that at the present stage of the luxury consumption market in China, it is necessary to popularize the market, which plays an important role in expanding its brand awareness and obtaining potential customers. However, we also see that as Chinese consumers become more mature, they may focus more on the "expensive rare" quality of luxury goods. Therefore, the populace promotion strategy may reflect the negative influence. Popular promotion in many consumers at the same time diluted or weakened the status of luxury light. So for the future market, this is not necessarily a strategy that can be applied to all luxury brands.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F723
【相似文献】
相关硕士学位论文 前2条
1 王颖;中国奢侈品消费分析[D];外交学院;2012年
2 赵晗梓;奢侈品品牌在中国的广告传播方式研究[D];上海交通大学;2011年
，本文编号：2134355
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