服饰类奢侈品在中国市场的营销策略研究
发布时间：2018-11-03 09:43
【摘要】：奢侈品可以说是人类消费结构中最高级别的消费品，是很少有替代品的资源稀缺之物，即便是有替代品，那也一定是同类产品中的最顶级的产品。在奢侈品的产品类别中服饰占据了主要份额，，当今市场上各大知名的奢侈品品牌主要也都是服饰品牌。 本文首先从奢侈品的定义入手，着重介绍了服饰类奢侈品的概念和奢侈品营销的相关理论。然后分析了服饰类奢侈品的行业发展动态，并着重描述了中国市场的概况。接着根据奢侈品的特征和奢侈品消费群体的特点，提出奢侈品特别是服饰类奢侈品的传统营销策略和新兴营销策略，并进一步介绍了服饰类奢侈品营销的中国特色及在中国市场的表现。最后做了服饰类奢侈品大牌的阿玛尼的营销案例分析，通过阿玛尼在中国市场的营销实践，进一步论证了营销策略的可行性，和对于其他国际服饰类奢侈品企业的借鉴意义。随着我国奢侈品消费时代的来临，服饰类奢侈品品牌应针对目标顾客的消费行为和消费习惯实施有效的营销活动，营销策略的成功制定和实施将是国际服饰类奢侈品品牌中国之行能否取得成功的关键。 对于服饰类奢侈品的研究是一个比较新的课题，而中国市场是一个发展潜力巨大并日趋成熟的市场，将二者结合起来，并制定相应的营销策略是本文将要解决的问题，本文通过对服饰类奢侈品营销的研究，以期对国际服饰类奢侈品企业在中国市场的营销发展起到借鉴和指导作用，并对中国本土奢侈品企业的成长给予一定的启示。
[Abstract]:Luxury goods can be said to be the highest level of consumer goods in the structure of human consumption, is a scarce resource with few substitutes, even if there are substitutes, it must be the top of the same products. In the category of luxury goods, clothing occupies a major share, and most famous luxury brands in the market today are also clothing brands. This paper begins with the definition of luxury goods and introduces the concept of luxury goods and the theory of luxury goods marketing. Then it analyzes the industry development of apparel luxury goods, and describes the general situation of Chinese market. Then according to the characteristics of luxury goods and the characteristics of luxury consumption groups, the traditional marketing strategies and emerging marketing strategies of luxury goods, especially clothing luxury goods, are put forward. And further introduced the clothing category luxury goods marketing Chinese characteristic and the performance in the Chinese market. In the end, the author makes a case study of Armani's marketing of luxury goods in clothing category, and further demonstrates the feasibility of marketing strategy and the reference significance to other international luxury goods enterprises through Armani's marketing practice in China. With the coming of luxury consumption era in China, clothing luxury brands should carry out effective marketing activities against the consumption behavior and habits of the target customers. The successful formulation and implementation of marketing strategy will be the key to the success of the international apparel luxury brands in China. The research on luxury goods in clothing category is a relatively new subject, and the Chinese market is a market with great development potential and maturing day by day. It is the problem to be solved in this paper to combine the two and formulate the corresponding marketing strategy. Through the research on luxury goods marketing of clothing category, this paper hopes to provide reference and guidance for the development of international apparel luxury goods enterprises in Chinese market, and give some enlightenment to the growth of local luxury goods enterprises in China.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F723;F426.86;F713.5
本文编号：2307422
[Abstract]:Luxury goods can be said to be the highest level of consumer goods in the structure of human consumption, is a scarce resource with few substitutes, even if there are substitutes, it must be the top of the same products. In the category of luxury goods, clothing occupies a major share, and most famous luxury brands in the market today are also clothing brands. This paper begins with the definition of luxury goods and introduces the concept of luxury goods and the theory of luxury goods marketing. Then it analyzes the industry development of apparel luxury goods, and describes the general situation of Chinese market. Then according to the characteristics of luxury goods and the characteristics of luxury consumption groups, the traditional marketing strategies and emerging marketing strategies of luxury goods, especially clothing luxury goods, are put forward. And further introduced the clothing category luxury goods marketing Chinese characteristic and the performance in the Chinese market. In the end, the author makes a case study of Armani's marketing of luxury goods in clothing category, and further demonstrates the feasibility of marketing strategy and the reference significance to other international luxury goods enterprises through Armani's marketing practice in China. With the coming of luxury consumption era in China, clothing luxury brands should carry out effective marketing activities against the consumption behavior and habits of the target customers. The successful formulation and implementation of marketing strategy will be the key to the success of the international apparel luxury brands in China. The research on luxury goods in clothing category is a relatively new subject, and the Chinese market is a market with great development potential and maturing day by day. It is the problem to be solved in this paper to combine the two and formulate the corresponding marketing strategy. Through the research on luxury goods marketing of clothing category, this paper hopes to provide reference and guidance for the development of international apparel luxury goods enterprises in Chinese market, and give some enlightenment to the growth of local luxury goods enterprises in China.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F723;F426.86;F713.5
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本文编号：2307422
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