奢侈品品牌COACH在中国的网络营销策略初探
发布时间：2019-06-20 11:20
【摘要】： 随着中国经济快速发展,社会整体消费水平不断提高,奢侈品消费群体迅速崛起,中国奢侈品市场吸引了全球的目光。与此同时,在中国网民人数迅速攀升,网络购物发展方兴未艾之机,奢侈品是否也应该进入这块潜在的巨大市场,应该如何进入这个市场? 本文从介绍奢侈品的概念及奢侈品市场出发,就知名奢侈品品牌COACH本身进行了优势分析和劣势分析,并就COACH的网络营销环境进行了外部环境分析和机会与挑战分析,针对COACH网络营销策略的制定和执行提出了自己的构想。
[Abstract]:With the rapid development of China's economy and the continuous improvement of the overall consumption level of society, luxury goods consumers are rising rapidly, and China's luxury goods market has attracted the attention of the world. At the same time, in China, the number of Internet users is rising rapidly, online shopping is in the ascendant, whether luxury goods should also enter this potentially huge market, how to enter this market? Based on the introduction of the concept of luxury goods and luxury goods market, this paper analyzes the advantages and disadvantages of well-known luxury brand COACH itself, analyzes the external environment, opportunities and challenges of COACH network marketing environment, and puts forward its own ideas for the formulation and implementation of COACH network marketing strategy.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
本文编号：2503181
[Abstract]:With the rapid development of China's economy and the continuous improvement of the overall consumption level of society, luxury goods consumers are rising rapidly, and China's luxury goods market has attracted the attention of the world. At the same time, in China, the number of Internet users is rising rapidly, online shopping is in the ascendant, whether luxury goods should also enter this potentially huge market, how to enter this market? Based on the introduction of the concept of luxury goods and luxury goods market, this paper analyzes the advantages and disadvantages of well-known luxury brand COACH itself, analyzes the external environment, opportunities and challenges of COACH network marketing environment, and puts forward its own ideas for the formulation and implementation of COACH network marketing strategy.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F274;F273.2
【引证文献】
相关期刊论文 前1条
1 童文军;;奢侈品在中国市场的网络营销策略研究[J];经营管理者;2010年18期
相关硕士学位论文 前3条
1 候雁;基于消费群体细分的我国奢侈品营销策略研究[D];吉林大学;2011年
2 崔阳;联想集团网络营销研究[D];黑龙江大学;2012年
3 陈峥;中国本土奢侈品品牌创建与发展研究[D];电子科技大学;2012年
，本文编号：2503181
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