奢侈品行业在中国：战略的突变以满足客户的期望

发布时间：2019-04-08 12:00

【摘要】：中国是世界上人口最多的国家,巨大的市场对外国公司具有极大的吸引力。因此,很多西方公司在中国投资,以发展他们的业务。在奢侈品行业,外国公司想打入这个市场,因为中国正在成为最大的奢侈品市场。尽管如此,对国外公司而言,理解中国客户的期望似乎是一个真正的挑战。事实上,中国消费者与西方国家消费者不同。卡普费雷尔通过“平等主义理论”和孔子的思想解释对其中国社会的影响力。此外,对消费者不了解奢侈品文化的市场而言,品牌管理是一个巨大的挑战。国外奢侈品企业的策略通过正在经受着中国消费者的改变。因此,我们的第一个研究的问题是“中国市场正在如何改变奢侈品行业的策略?”,解决这个问题的目的是为了更好的了解奢侈品行业的电子商务现状及消费者期望。通过对华东理工大学MBA学生进行问卷调查了解奢侈品行业策略变化的两个重要因素。第二个研究问题便是“国外的奢侈品公司采用何种策略来满足客户的期望”。其目的是为了更好地了解分店扩张策略,以及豪华购物中心的发展。即使消费者并不喜欢对奢侈品企业的定位,这个硕士论文将表明,奢侈品公司不要犹豫重新定位产品。因此,本文将帮助未来的西方奢侈品公司了解经营模式和策略,以确保他们的业务进展顺利。
[Abstract]:China is the most populous country in the world, and its huge market is very attractive to foreign companies. As a result, many Western companies are investing in China to develop their business. In the luxury industry, foreign companies want to break into the market because China is becoming the largest market for luxury goods. Nevertheless, understanding the expectations of Chinese customers seems to be a real challenge for foreign companies. In fact, Chinese consumers are different from Western consumers. Capuferrer explained his influence on Chinese society through the theory of egalitarianism and Confucius' thought. In addition, brand management is a huge challenge for consumers who do not understand the luxury culture market. The strategy of foreign luxury companies is undergoing changes from Chinese consumers. Therefore, our first research question is "how is the Chinese market changing the strategy of luxury goods industry?" the purpose of solving this problem is to better understand the current situation of e-commerce and consumer expectations in luxury goods industry. Through a questionnaire survey of MBA students of East China University of Technology, two important factors of strategy change in luxury goods industry were found out. The second question is "what strategies are used by foreign luxury companies to meet customer expectations". The aim is to better understand branch expansion strategies and the development of luxury shopping malls. Even if consumers do not like the positioning of luxury companies, the master's paper will show that luxury companies should not hesitate to reposition their products. Therefore, this article will help future Western luxury companies understand business models and strategies to ensure that their business goes smoothly.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F723

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