奢典（上海）二手奢侈品店连锁营销模式的研究

发布时间：2019-03-04 21:37

【摘要】：据相关数据显示,目前,中国国内市场的奢侈品销售额已经超过日本,中国已成为全球最大的奢侈品消费市场。此外,如果再加上中国消费者在海外市场的购买量,那么全球奢侈品市场上近一半的奢侈品都是由中国消费者所购买的,奢侈品在中国已然成为了一种身份与地位的象征。由此,我们可以看到中国消费者对于奢侈品的巨大消费需求。但中国奢侈品市场的一些现象却值得我们特别注意,那就是虽然我们的国民收入在短时间内有了较大的提升,但有能力直接消费奢侈品的精英群体毕竟还只是其中的一小部分,其余的大部分消费者仍然因为其昂贵的价格而对奢侈品望而却步,如何最大程度地吸引这些对奢侈品感兴趣但是又消费能力有限的消费者,成为中国奢侈品行业需要着重考虑的问题。通过分析西方较成熟的奢侈品市场,我们发现,相较于价格较高的一手奢侈品,价格更低廉的二手奢侈品可以满足上述群体的消费人群的需求。我们也可以从火爆的海外代购业务,和高仿奢侈品热销的现象中印证这一点。而随着奢侈品消费在中国的日趋流行,二手奢侈品市场也拥有着巨大的潜力。目前在北京,上海等一线城市已经存在许多二手奢侈品店,日本,香港及西方国家的一些二手奢侈品店已经开始尝试进军中国市场,但以整个二手奢侈品行业来讲在中国市场还是刚刚起步,还没有形成一定的规模,没有相关的行业规范。众多小型奢侈品店并没有专业的营销策划,战略定位,只是按店主的设想随意而为,因此业绩不佳,甚至难以维持。奢典(上海)二手奢侈品公司是一家专门开展二手奢侈品相关业务的公司。它以自由连锁的模式经营,各下属分店均为独立经营者,各自所有权关系不变,享用共同的品牌,与总公司签订关于采购,促销,宣传等合同,签订合法经营承诺书,按合同约定开展经验活动,使各分店的经营活动简单化,标准化,专业化,增强各分店的经营实力,实现三方面的效益优化。本文从奢典(上海)二手奢侈品公司所在行业出发,分析目前市场上的二手奢侈品公司主要的经营理念和营销模式,以及公司所面临的市场机遇与挑战,根据市场营销管理的理论,为该公司选择适合的经营理念,目标顾客及营销模式,并进一步对公司的营销策略实施保障进行了阐述,使得企业未来的发展能够在制度的框架下不断壮大,良性循环。在国家提倡循环经济、节约经济的大背景和国人对奢侈品需求空前高涨的趋势下,本文着眼于中国二手奢侈品企业,并对其特定市场的营销策略进行具体的分析研究。希望本研究能对奢典(上海)二手奢侈品公司自身市场营销策略完善有一定的参考,以及对同类型企业市场的开拓具有一定借鉴意义。
[Abstract]:At present, sales of luxury goods in China's domestic market have surpassed those in Japan, making China the world's largest consumer market for luxury goods, according to relevant data. In addition, if Chinese consumers buy in overseas markets, nearly half of the luxury goods in the global luxury market are purchased by Chinese consumers, and luxury goods have become a symbol of status and status in China. As a result, we can see the huge demand of Chinese consumers for luxury goods. But some of the phenomena in the Chinese luxury market deserve our special attention, that is, although our national income has increased considerably in a short period of time, the elite group with the ability to consume luxury goods directly is, after all, only a small part of it. Most of the rest of the consumer is still deterred from luxury goods because of their high prices, and how best to attract consumers who are interested in luxury goods but have limited spending power. China's luxury industry needs to focus on the issue. By analyzing the more mature luxury goods market in the West, we find that the lower-priced second-hand luxury goods can meet the needs of these groups of consumers compared to the higher-priced first-hand luxury goods. We can also confirm this from the booming overseas purchasing business, and the phenomenon of high-imitation luxury goods. With the increasing popularity of luxury goods consumption in China, the second-hand luxury goods market also has great potential. At present, there are many second-hand luxury goods stores in first-tier cities such as Beijing and Shanghai, and some second-hand luxury goods stores in Japan, Hong Kong and western countries have begun to try to enter the Chinese market. However, the entire second-hand luxury goods industry in China or just started, has not formed a certain scale, no relevant industry norms. Many small luxury stores do not have professional marketing planning, strategic positioning, just according to the shopkeeper's vision and casual, so the performance is not good, or even difficult to maintain. Luxury (Shanghai) second-hand luxury goods company is a company specializing in second-hand luxury goods-related business. It operates in a free chain mode, each subordinate branch is an independent operator, its ownership relationship remains unchanged, it enjoys a common brand, signs contracts with its head office on procurement, promotion, publicity and other contracts, and signs legal business commitments. Carry out the experience activities according to the contract to simplify, standardize, specialize, enhance the management strength of each branch, and realize three aspects of benefit optimization. Starting from the industry of the second-hand luxury goods company in Shanghai, this paper analyzes the main business ideas and marketing modes of the second-hand luxury goods companies in the current market, as well as the market opportunities and challenges faced by the company. According to the theory of marketing management, this paper chooses the suitable management idea, target customer and marketing mode for the company, and further expounds the guarantee of the company's marketing strategy implementation. So that the future development of enterprises can continue to grow in the framework of the system, a virtuous circle. Under the background of promoting circular economy and economizing economy and the unprecedented demand for luxury goods, this paper focuses on the second-hand luxury goods enterprises in China, and makes a specific analysis on the marketing strategies of their specific markets. I hope this study can be used as a reference to improve the marketing strategy of second-hand luxury goods companies in Shanghai, as well as to the development of the same type of enterprise market.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721.7

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