中国市场上奢侈品营销策略研究
发布时间：2018-10-22 12:23
【摘要】：全球经济疲软背景下中国奢侈品市场的逆扬而上使得这一市场备受世界瞩目，中国消费者所导致的全新消费方式和速度逐步改写着全球奢侈品行业的竞争规则。国际奢侈品企业战略重心的转移和营销策略的相应变化也都日渐凸显中国市场的重要性与战略意义。随着中国经济的发展，城镇化水平的提高，以及消费者的不断理性和成熟，，中国的奢侈品消费水平仍将进一步提升，该产业也会愈加稳健发展。而本土奢侈品作为中国五千年历史文化的产物，却不曾形成烙有深刻文化印记的品牌。品牌管理中营销策略的运用举足轻重，探索本土奢侈品牌主场作战，抢占引导本土奢侈品消费者品牌偏好和购买行为的先机，立足奢侈品市场的过程中，发现与中国国情相符合的营销策略便显得尤为重要。因此，本文提出研究成熟奢侈品牌在我国市场营销策略的论题，总结其实践经验，为我国奢侈品牌的发展竖立标杆示范。 追溯奢侈品消费的时间与地域跨度，可谓纵横古今、驰骋南北，奢侈品也从最初的贵族独享演变至往后的不断民主化，持续验证了市场营销并非静止，而是个动态发展的过程。本文在强调奢侈品消费于社会经济影响中的正面意义的同时，还考虑到某些潜在的消极影响。并主张对奢侈品消费保持毫无偏见的判断和全面的认知，在品牌发展过程中，一方面要认识到奢侈品消费有助于扩大内需、促进消费升级、拉动经济增长，另一方面，也要警觉奢侈品过度消费所能引发的社会公正问题和造成的社会不良影响，从而提高应对社会经济危机和忧患的意识。基于此，本文建立了一个全面整合关系营销、内部营销、整合营销和社会责任营销的奢侈品企业营销系统，分别从宏观环境、市场现状和消费群体等方面对中国奢侈品营销现状进行具体分析。运用营销管理学、经济学和社会学等理论工具，来研究我国奢侈品的市场特点和活动规律及其对相应营销策略的要求，结合奢侈品个案解析论述成熟品牌与中国市场相关的品牌定位和营销策略运用，深入剖析该市场的消费特性及其品牌的塑造。最后总结出对本土奢侈品牌未来发展的启示，为加快中国奢侈品企业的国际化进程，培育本土奢侈品牌提供一些建设性意见。
[Abstract]:Against the background of weak global economy, the Chinese luxury goods market is attracting worldwide attention, and the new consumption mode and speed caused by Chinese consumers are gradually rewriting the competition rules of the global luxury goods industry. The shift of strategic focus and the corresponding change of marketing strategy of international luxury goods enterprises also increasingly highlight the importance and strategic significance of the Chinese market. With the development of China's economy, the improvement of urbanization and the constant rationality and maturity of consumers, the consumption level of luxury goods in China will continue to rise, and the industry will develop more steadily. However, as a product of five thousand years of Chinese history and culture, local luxury has never formed a brand with profound cultural imprint. The use of marketing strategy plays an important role in brand management, exploring the local luxury brand home war, preempting the leading opportunity to guide local luxury brand preference and purchase behavior, and based on the process of luxury goods market. It is particularly important to find a marketing strategy that is in line with China's national conditions. Therefore, this paper puts forward the topic of studying the marketing strategy of mature luxury brands in China, summarizes its practical experience, and sets up a benchmarking model for the development of luxury brands in China. Tracing back to the time and region span of luxury consumption, it can be said that the history of luxury consumption is from the original aristocrat to the continuous democratization, which proves that marketing is not static, but a dynamic development process. This paper emphasizes the positive significance of luxury consumption in the social and economic impact, while taking into account some potential negative effects. In the process of brand development, on the one hand, we should realize that luxury consumption is conducive to expanding domestic demand, promoting consumption upgrading, stimulating economic growth, on the other hand, We should also be aware of the social justice problems and social adverse effects caused by excessive consumption of luxury goods, so as to raise the awareness of coping with social economic crisis and distress. Based on this, this paper establishes a comprehensive integrated relationship marketing, internal marketing, integrated marketing and social responsibility marketing luxury enterprise marketing system, respectively from the macro environment, This paper analyzes the current situation of luxury goods marketing in China from the aspects of market status and consumer groups. Using marketing management, economics, sociology and other theoretical tools to study the market characteristics and activities of luxury goods in China, as well as the corresponding marketing strategy requirements. Combined with the analysis of luxury cases, this paper discusses the brand positioning and marketing strategy of mature brands related to the Chinese market, and deeply analyzes the consumption characteristics of the market and the shaping of the brands. Finally, it summarizes the enlightenment to the future development of local luxury brands, and provides some constructive suggestions for speeding up the internationalization process of Chinese luxury enterprises and cultivating local luxury brands.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.5;F723
[Abstract]:Against the background of weak global economy, the Chinese luxury goods market is attracting worldwide attention, and the new consumption mode and speed caused by Chinese consumers are gradually rewriting the competition rules of the global luxury goods industry. The shift of strategic focus and the corresponding change of marketing strategy of international luxury goods enterprises also increasingly highlight the importance and strategic significance of the Chinese market. With the development of China's economy, the improvement of urbanization and the constant rationality and maturity of consumers, the consumption level of luxury goods in China will continue to rise, and the industry will develop more steadily. However, as a product of five thousand years of Chinese history and culture, local luxury has never formed a brand with profound cultural imprint. The use of marketing strategy plays an important role in brand management, exploring the local luxury brand home war, preempting the leading opportunity to guide local luxury brand preference and purchase behavior, and based on the process of luxury goods market. It is particularly important to find a marketing strategy that is in line with China's national conditions. Therefore, this paper puts forward the topic of studying the marketing strategy of mature luxury brands in China, summarizes its practical experience, and sets up a benchmarking model for the development of luxury brands in China. Tracing back to the time and region span of luxury consumption, it can be said that the history of luxury consumption is from the original aristocrat to the continuous democratization, which proves that marketing is not static, but a dynamic development process. This paper emphasizes the positive significance of luxury consumption in the social and economic impact, while taking into account some potential negative effects. In the process of brand development, on the one hand, we should realize that luxury consumption is conducive to expanding domestic demand, promoting consumption upgrading, stimulating economic growth, on the other hand, We should also be aware of the social justice problems and social adverse effects caused by excessive consumption of luxury goods, so as to raise the awareness of coping with social economic crisis and distress. Based on this, this paper establishes a comprehensive integrated relationship marketing, internal marketing, integrated marketing and social responsibility marketing luxury enterprise marketing system, respectively from the macro environment, This paper analyzes the current situation of luxury goods marketing in China from the aspects of market status and consumer groups. Using marketing management, economics, sociology and other theoretical tools to study the market characteristics and activities of luxury goods in China, as well as the corresponding marketing strategy requirements. Combined with the analysis of luxury cases, this paper discusses the brand positioning and marketing strategy of mature brands related to the Chinese market, and deeply analyzes the consumption characteristics of the market and the shaping of the brands. Finally, it summarizes the enlightenment to the future development of local luxury brands, and provides some constructive suggestions for speeding up the internationalization process of Chinese luxury enterprises and cultivating local luxury brands.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.5;F723
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