德国奢华电器品牌Miele在中国的发展战略研究

发布时间：2018-01-09 19:09

本文关键词：德国奢华电器品牌Miele在中国的发展战略研究　出处：《上海外国语大学》2014年硕士论文　论文类型：学位论文

【摘要】：奢侈品在国际上被定义为“一种超出人们生存与发展需要范围的，具有独特、稀缺、珍奇等特点的消费品”。国际公认的“奢侈品”主要包括高档服装、珠宝首饰、豪华游艇、私人飞机以及顶级家用电器等。中国目前是奢侈品市场增长的主要驱动力。奢侈品行业看好中国在未来的五到十年间拥有几近无穷的市场潜力。进入21世纪以来，中国高收入阶层不断扩充，开始追求高质量的生活家用电器，部分人把目光投向了Miele品牌，甚至亲自前往位于德国的Guetersloh总部进行购置。基于此，这些顶级家用品牌公司意识到中国拥有巨大的市场需求，并决定进驻中国市场。中国目前是奢侈品市场增长的主要驱动力。奢侈品行业看好中国在未来的5至10年间拥有几近无穷的市场潜力。 Miele上海代表处于2004年10月26日成立，2005年在北京成立代表处。2008年正式确立在中国市场的品牌影响力地位，中国成为全球奢侈品快速增长的领军市场，形成了奢侈品在中国零售的雏形，并在上海和北京繁华中心地区建立了零售网点。作为家族产业，Miele年营业额高达28亿欧元，而欧洲市场带来其中75%的营业额，当然，家族第四代继承人对中国市场仍有很大的信心。中国高收入消费群体与德国高消费人群在生活模式或者风格方面，具有很大的不同，但是对于那些社会地位显著的人群来说，如同在迪拜或纽约一样，有着对高质量、高标准生活家用电器的要求与追求。过去的几年里，Miele品牌以简约大方的设计及人性化操作样式，赢得了中国绝大多数高收入群体。凭借着不断积累的市场零售经验和持续扩大的消费需求，Miele品牌于2010年在中国成立了第一家Miele旗舰店。红树林西海岸被视为是深圳市的标志性大厦，也是Miele家具进驻中国房地产行业第一次尝试。截至2006年早期，Miele品牌已为一千多公寓提供生活家用电器服务，之后着重发展北京和上海两个市场。Miele的消费群体包括，例如柏悦大酒店、总统套房的家具等，其中中国大陆的大部分娱乐明星和体育产业及香港同胞都是Miele的忠实消费者，北京鸟巢和水立方附近的七星级酒店也指定使用Miele的产品。 Miele的创始人Zinkan指出，家具产品重要的在于它的设计，包括它的外形和操作方面的性能，同时，售后服务更是至关重要。在产品进驻市场之前，我们必须保证专业化售后服务人员是可靠信任的，这也解释了Miele品牌只成立北京和上海两个办事处的原因所在。明确行业发展的方向对于Miele这一世界顶级家用电器品牌在中国的发展战略有着重要的意义。通过研究未来奢侈品电器行业的现状以及发展，分析Miele这一顶级家用电器品牌在中国的发展方向以及发展战略，，同时制定相应的市场拓展以及区域管理的计划，包括组织架构的完善，如何拓展新兴城市以及新兴市场，也包括对新兴非传统渠道的建立探讨，最后针对性的提出优化对策和措施。
[Abstract]:Luxury is defined as "a people's survival and development needs beyond the scope, has a unique, scarce in the world, rare characteristics of consumer goods". The internationally recognized "luxury" mainly includes high-end clothing, jewelry, luxury yachts, private jets and top household appliances. Chinese is currently the main driving force of luxury the growth of the market. The luxury industry optimistic about the China have almost unlimited potential in the next five to ten years. Since twenty-first Century, China high income continued to expand, began to pursue high quality of life of household appliances, some people turned to the Miele brand, even personally went to the headquarters in Germany Guetersloh based on this purchase. These top domestic Brand Company realized, Chinese has huge market demand, and decided to Chinese. Chinese is currently stationed in the market of luxury goods market growth The main driving force. The luxury industry is optimistic that China has nearly infinite market potential in the next 5 to 10 years.
Miele Shanghai office was established in October 26, 2004 2005 set up a representative office in Beijing in.2008 formally established position China brand influence in the market, the rapid growth of China become the global luxury market leader, formed a prototype China luxury in retail, and established retail outlets in Shanghai and Beijing metropolitan area.
As a family business, Miele annual turnover of up to 2 billion 800 million euros, while the European market brought 75% of the turnover, of course, the fourth generation of the family still have a lot of confidence in the market. China China high-income consumer groups and consumer groups in the German high life pattern or style, are very different, but for the society the status of significant people, as in Dubai or New York, with high quality, high standard of living home appliances demand and pursuit. In the past few years, Miele brand with simple and elegant design and user-friendly operation style, won the overwhelming majority of China high-income groups. With the accumulation of the market experience in retail and consumer demand continues to expand, the Miele brand in 2010 in Chinese established the first Miele flagship store.
West Coast mangrove is regarded as a Shenzhen city landmark building, is also in the real estate industry Miele furniture Chinese first try. As of early 2006, Miele brand has more than 1000 apartments provide household appliances service life, then focus on the development of Beijing and Shanghai two markets including.Miele consumer groups, such as Bai Yue Hotel, president suite furniture, which Chinese, most of the entertainment stars and sports industry and the Hongkong compatriots are loyal consumers of Miele, near the Beijing bird's nest and the water cube seven star hotel also specified the use of Miele products.
The founder of Zinkan Miele pointed out that it is important to the design of furniture products, including performance, appearance and operation of it at the same time, customer service service is more important. Before entering the market, we must ensure that professional customer service staff is reliable trust, which also explains why only the establishment of the Beijing and Miele brand the two offices in Shanghai. A clear direction of development of the industry plays an important role in the Miele of the world's top home appliance brand development strategy in China.
The status and development of the future of luxury appliances industry, Chinese analysis in the direction of the development of Miele the top brands of household appliances, and formulate the corresponding development strategy, market development and regional management plans, including the organization reform, how to develop the new city and emerging markets, including the establishment of new non traditional channels finally, put forward the optimization countermeasures and measures.

【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】：2014
【分类号】：F272;F416.6

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