奢侈品品牌“豪雅”在山东地区的营销策略研究

发布时间：2018-01-04 03:03

本文关键词：奢侈品品牌“豪雅”在山东地区的营销策略研究　出处：《兰州理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的快速发展,居民收入水平的大幅增长,中国的奢侈品市场也呈现出勃勃生机。目前,中国奢侈品市场作为世界上增长最快的市场之一,已经成为国际顶级品牌扩大全球市场份额、提高国际竞争力而争相抢滩的必要战略市场。随着中国消费者成熟度在消费认知、消费行为以及互联网的应用上的明显提高,中国奢侈品消费市场已经由一线大城市逐渐向二、三线城市发展。本文选择二三线城市(如青岛、济南、烟台、临沂等)所在的山东地区作为研究区域,因为山东省作为儒家发源地,省内消费者在思维方式、消费行为与消费习惯上深受儒家思想的影响,其次选择“豪雅”这个二线奢侈品牌作为研究对象,希望通过研究其在中国山东地区的营销模式、地区营销组合策略,找出其存在的问题和解决对策。论文首先对相关的奢侈品营销理论进行了回顾和总结,然后对豪雅品牌在山东地区的营销环境现状进行了分析,包括对豪雅品牌的简介,豪雅品牌所处的外部宏观环境,行业竞争环境和品牌自身内部资源分析,通过对山东市场环境的分析,找出了豪雅在山东的营销现状存在的问题,运用市场调研的方法对山东地区奢侈品消费行为及对豪雅品牌的认知进行了调研,最后根据调研分析结果制定出适合豪雅的营销优化策略和方案。本文的研究目的是试图结合品牌战略和营销理论,找到适合豪雅手表的营销策略,帮助豪雅品牌在激烈的市场竞争中占有一席之地。
[Abstract]:With the rapid development of China economy, increase the income level of residents, Chinese luxury market is also showing the vitality. At present, China luxury market as one of the fastest growing markets in the world, has become the international top brands to expand the global market share, improve the international competitiveness and strategic market. With consumers eager to seize the China mature in the degree of consumer awareness, improve consumer behavior as well as on the Internet, Chinese luxury consumer market is gradually to the two line of big city, three line city development. The two or three line of the city (such as Qingdao, Ji'nan, Yantai, Linyi) is located in Shandong area of Shandong Province as the study area, because as a Confucian origin the province, consumers in the way of thinking, influence consumer behavior and consumption habits by Confucianism, then select "tag heuer" in the second line As a research object, luxury brand is expected to study its marketing mode and regional marketing mix strategy in Shandong, China, and find out its existing problems and solutions.
This paper reviewed and summarized the relevant luxury marketing theory, and then analyzes the status quo of the tag heuer brand marketing environment in the Shandong area, including the introduction of TAG Heuer, TAG Heuer the external macro environment, industry competitive environment analysis and brand their own internal resources, through the analysis of Shandong market environment, find out the present marketing situation in Shandong, the problem of TAG Heuer, using the method of market research conducted an investigation on the consumption behavior of luxury goods in Shandong area and cognition of the tag heuer brand, according to the research results, formulate marketing strategy and optimization scheme for TAG Heuer. The purpose of this study is to combine the brand strategy and marketing theory, to find a suitable TAG Heuer Watch the marketing strategy, the tag heuer brand occupies a space for one person to help in the fierce competition in the market.

【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.8

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