关于Gucci品牌资产在中国市场现阶段挑战的研究和建议
发布时间：2023-05-18 04:42
中国已成为全球奢侈品牌最重要的市场。但是,它的当前状况与几年前有很大不同。本研究解决了中国市场的重大变化以及它们如何影响当前的奢侈品行业。政治原因导致的购买方式转变,中国消费者对本地品牌的兴趣增加以及奢侈品牌之间的竞争日趋激烈,这些都是重大变化背后的关键原因。经由定性研究相关文献,对于这些外部因素的分析,且以此为基础来更好得理解当下古驰中国市场的政策及未来将面临的挑战。在评估外部环境及其对公司业务的影响后,笔者研究了古驰的品牌资产。本研究使用的框架为凯勒的基于消费者的品牌价值和共鸣模型。通过这一有效的市场工具提供的蓝图,可以更加深入的了解这个意大利时尚巨头为达到激发消费者共鸣所作的努力。而这也使我们可以更清楚的定位到背后的问题及古驰品牌价值和表现中深层缺陷的源头。可见,针对中国消费者品味及购买节奏的提升,线上购买的兴起,以及对标志繁多产品的反感越发增长等等现象,对于多年来重视于利益而忽视了高端和创新设计的品牌,构成了诸多问题。最后笔者提出了基于研究作出的建议,以解决如今面对的主要难题。笔者提供的建议旨在于:培养针对性,注重个性化,以及利用高薪科技和潮流。古驰(Gucci)是意大利奢侈品...
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS ABSTRACT 摘要 LIST OF ABBREVIATIONS Chapter 1 :Introduction
1.1 Changes in China
1.2 Gucci's Current Challenges in China
1.3 Research Methods Chapter 2 :Literature Review
2.1 Relevant Theories
2.1.1 Branding
2.1.2 Luxury Marketing
2.2 Customer-based Brand Equity and Resonance Model
2.2.1 Customer-based Brand Equity
2.2.2 Brand Resonance Model
2.3 Theories' Significance Chapter 3 :Case Description
3.1 Introduction of Gucci in China
3.1.1 The Brand History
3.1.2 Gucci's History in China
3.1.3 Gucci's Marketing Strategy
3.1.4 Main Problems Gucci is Facing Chapter 4 :Case Analysis
4.1 The Current Dynamics in China
4.1.1 Political Dynamics
4.1.2 Customer Behavior's Dynamics
4.1.3 Competition Dynamics
4.2 Major Problems for Gucci
4.2.1 Problems Due to Political Dynamics
4.2.2 Problems Due to Customer Behavior's Dynamics
4.2.3 Problems Due to Competition Dynamics
4.2.4 Gucci's Internal Problems
4.3 Brief Summary Chapter 5 :Analysis of Problems and Reasons Behind
5.1 Gucci's Identity
5.1.1 Gucci's Salience
5.1.2 Gucci's Identity Problems and Reasons Behind
5.2 Gucci's Meaning
5.2.1 Gucci's Performance
5.2.2 Gucci's Imagery
5.2.3 Gucci's Meaning Problems and Reasons Behind
5.3 Gucci's Response
5.3.1 Gucci's Judgements
5.3.2 Gucci's Feelings
5.3.3 Gucci's Response Problems and Reasons Behind
5.4 Gucci's Relationship
5.4.1 Gucci's Resonance
5.4.2 Gucci's Relationship Problems and Reasons Behind
5.5 Brief Summary Chapter 6 :Suggestions
6.1 Suggestions Addressing Performance Problems
6.2 Suggestions Addressing Meaning Problems
6.3 Suggestions Addressing Response Problems
6.4 Suggestions Addressing Relationship Problems Chapter 7 :Conclusions and Further Studies
7.1 Conclusions
7.2 Limitations
7.3 Further Studies References
本文编号：3818696
【文章页数】：70 页
【学位级别】：硕士
【文章目录】：
ACKNOWLEDGEMENTS ABSTRACT 摘要 LIST OF ABBREVIATIONS Chapter 1 :Introduction
1.1 Changes in China
1.2 Gucci's Current Challenges in China
1.3 Research Methods Chapter 2 :Literature Review
2.1 Relevant Theories
2.1.1 Branding
2.1.2 Luxury Marketing
2.2 Customer-based Brand Equity and Resonance Model
2.2.1 Customer-based Brand Equity
2.2.2 Brand Resonance Model
2.3 Theories' Significance Chapter 3 :Case Description
3.1 Introduction of Gucci in China
3.1.1 The Brand History
3.1.2 Gucci's History in China
3.1.3 Gucci's Marketing Strategy
3.1.4 Main Problems Gucci is Facing Chapter 4 :Case Analysis
4.1 The Current Dynamics in China
4.1.1 Political Dynamics
4.1.2 Customer Behavior's Dynamics
4.1.3 Competition Dynamics
4.2 Major Problems for Gucci
4.2.1 Problems Due to Political Dynamics
4.2.2 Problems Due to Customer Behavior's Dynamics
4.2.3 Problems Due to Competition Dynamics
4.2.4 Gucci's Internal Problems
4.3 Brief Summary Chapter 5 :Analysis of Problems and Reasons Behind
5.1 Gucci's Identity
5.1.1 Gucci's Salience
5.1.2 Gucci's Identity Problems and Reasons Behind
5.2 Gucci's Meaning
5.2.1 Gucci's Performance
5.2.2 Gucci's Imagery
5.2.3 Gucci's Meaning Problems and Reasons Behind
5.3 Gucci's Response
5.3.1 Gucci's Judgements
5.3.2 Gucci's Feelings
5.3.3 Gucci's Response Problems and Reasons Behind
5.4 Gucci's Relationship
5.4.1 Gucci's Resonance
5.4.2 Gucci's Relationship Problems and Reasons Behind
5.5 Brief Summary Chapter 6 :Suggestions
6.1 Suggestions Addressing Performance Problems
6.2 Suggestions Addressing Meaning Problems
6.3 Suggestions Addressing Response Problems
6.4 Suggestions Addressing Relationship Problems Chapter 7 :Conclusions and Further Studies
7.1 Conclusions
7.2 Limitations
7.3 Further Studies References
本文编号：3818696
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