奢侈品品牌的形成和成长机理——基于欧洲150年以上历史顶级奢侈品品牌的多案例研究

发布时间：2018-02-22 17:06

本文关键词： 奢侈品品牌品牌管理品牌群案例研究　出处：《南开管理评论》2015年06期 　论文类型：期刊论文

【摘要】：本文以欧洲150年以上历史的5个奢侈品品牌为研究对象,运用多案例研究方法分析奢侈品品牌发展轨迹,探索性地构建了奢侈品品牌形成和成长机理的研究框架,得出了奢侈品品牌形成和成长机理的理论模型,其主要内容包括:1在奢侈品文化环境和平等消费法律环境的作用下,奢侈品消费(炫耀和享受)动机及阶层出现并发展;2奢侈品文化环境、私有财产受保护的法律环境以及奢侈品消费动机与阶层的出现和发展催生了具有独特出身、特质和权利的奢侈品品牌创始人和继承者;3这些创始人和继承者的出身、特质和权利影响着他们对品牌创建和发展的选择和行为,包括完善品牌外部要素(名称、标志、标识语)和管理品牌内部要素(选择目标顾客,根据目标顾客确定营销定位,根据目标顾客和营销定位进行产品、价格、渠道和信息四个要素的有机组合)两个维度。以上三个方面八个层面的相互作用和影响,促进了奢侈品品牌的形成和成长。
[Abstract]:This paper takes five luxury brands with a history of more than 150 years in Europe as the research object, analyzes the development track of luxury brands by using the method of multi-case studies, and sets up an exploratory research framework of the formation and growth mechanism of luxury brands. The theoretical model of the formation and growth mechanism of luxury brand is obtained. The main contents of the model include: 1 under the influence of luxury cultural environment and equal consumption legal environment. Luxury consumption (show off and enjoyment) motivation and social stratum appear and develop luxury cultural environment, private property protected legal environment and luxury consumption motivation and the emergence and development of class have given birth to a unique origin. The origins of the founders and heirs of luxury brands of traits and rights that influence their choices and behaviour in brand creation and development, including the improvement of the external elements of the brand (name, logo, name, logo, etc.). Logo) and manage the internal elements of the brand (select the target customer, determine the marketing position according to the target customer, carry out the product, price according to the target customer and marketing position, The interaction and influence of the above three aspects have promoted the formation and growth of luxury brands.
【作者单位】：清华大学经济管理学院;
【基金】：自然科学基金项目(71272026)资助
【分类号】：F274

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