路易威登公司南京市场营销策略研究

发布时间：2018-06-26 06:39

本文选题：路易威登 + 奢侈品　；参考：《东南大学》2015年硕士论文

【摘要】：随着中国经济的繁荣,中国消费者的购买力加强,越来越多的奢侈品牌加快了在中国市场圈地的步伐,但任何奢侈品品牌要想成功占领中国市场,正确的营销策略是必要条件。而其中居于行业领先地位的著名奢侈品企业路易威登自1992年进入中国市场,至2015年初已在中国内地开设了50家专卖店。本文以营销策略的相关理论为基础,结合奢侈品和奢侈品市场的特征,运用调研和分析的方法,概述世界和中国的奢侈品消费的市场概况,并对路易威登公司的发展进行介绍。同时以路易威登南京店作为研究对象,针对南京店的现状,从营销环境分析开始,从人口环境、经济环境、政治法律环境多方面对路易威登公司南京市场营销策略进行评价和分析。之后再进行目标市场概述,结合南京路易威登店的客户数据分析中国奢侈品消费者的四种类型。再从产品策略、价格策略、渠道策略和整合营销沟通策略几个角度对路易威登市场营销策略进行总结。从南京店的实际出发,简述了目前营销策略的实施情况,并从中发现不足之处,最后提出南京市场营销的改进措施。本研究对南京本地奢侈品行业营销战略研究提供了一定的借鉴经验和参考价值。
[Abstract]:As China's economy booms and Chinese consumers' purchasing power increases, more and more luxury brands speed up their pace in the Chinese market, but the right marketing strategy is a necessary condition for any luxury brand to succeed in capturing the Chinese market. Louis Vuitton, a leading luxury goods company, has opened 50 stores in mainland China since 1992 and has opened 50 stores in China by the beginning of 2015. Based on the relevant theories of marketing strategy and the characteristics of luxury goods and luxury market, this paper summarizes the market situation of luxury consumption in the world and China by means of research and analysis, and introduces the development of Louis Vuitton Corporation. At the same time, taking Louis Vuitton Nanjing store as the research object, aiming at the present situation of Nanjing store, starting with the analysis of marketing environment, starting with the population environment and economic environment, The political and legal environment evaluates and analyzes the marketing strategy of Louis Vuitton in Nanjing. Then the target market is summarized and the customer data of Nanjing Louis Vuitton Store is used to analyze the four types of luxury goods consumers in China. Then from the product strategy, price strategy, channel strategy and integrated marketing communication strategy several angles to Louis Vuitton marketing strategy summary. Starting from the reality of Nanjing store, this paper briefly describes the implementation of the current marketing strategy, and finds out the shortcomings from it. Finally, it puts forward the improvement measures of Nanjing marketing. This study provides some reference experience and reference value for the study of local luxury industry marketing strategy in Nanjing.
【学位授予单位】：东南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F416.86

【相似文献】