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中国奢侈品品牌塑造与发展战略研究

发布时间:2019-01-12 17:06  文章来源:笔耕文化传播
【摘要】: 从二十世纪九十年代初部分国际奢侈品牌进入中国市场到2004年中国放宽零售业态的政策使得国际品牌在中国市场的发展更加的宽松。与此同时,中国消费者对奢侈品牌的消费逐年增高,目前居于全球第三。未来的市场发展空间仍是潜力无限,估计到2015年将取代美国成为全球第二大奢侈品消费国。中国奢侈品消费已经成为中国经济中的一股强大力量,成为拉动内需的强大助推器。然而,我国目前不管是学术领域还是奢侈品行业都是相当的匮乏,国际标准评估标准的中国奢侈品牌更是空缺这样就造成了偌大一个中国市场上只有国外奢侈品牌。中国的奢侈品企业不了解如何塑造中国的奢侈品牌的文化底蕴,如何通过奢侈品营销培育中国的奢侈品消费者,如何管理经营好一个奢侈品牌。我国目前奢侈品牌的研究还是属于新兴的领域。中国对很多行业的研究都是在行业成型后才加以研究,这样是处于被动的状态,应该在行业成形以前就积极的通过战略引导,为以后的发展打下坚实的基础。本文以大量的案例为分析基础,通过分析比较,并结合我国目前的状况和未来要发展的趋势提出了中国奢侈品牌塑造和发展战略。 本文首先系统的研究了目前学术领域对品牌、奢侈品、奢侈品牌的定义及其相关特征,与此同时通过大量的资料研究整理了国际国内品牌理论研究和奢侈品领域的研究。在此基础上系统的分析了国际国内奢侈品市场的发展,对国际国内的奢侈品市场、品牌、消费者进行了比较,同时研究了未来奢侈品市场的发展方向。之后分析了我国塑造和发展中国奢侈品牌动因,这其中包括了目前我国的优势、存在的问题,以及发展奢侈品牌的积极意义。在这些研究的基础上,提出了中国奢侈品牌塑造和发展战略,期望藉此为我国奢侈品牌的塑造提供指导和帮助。战略一共包含了五大部分,品牌文化、营销、消费者、企业和行业。笔者认为,中国奢侈品牌塑造与发展是一种动态的过程,同时品牌的塑造和发展不是只有品牌单一因素决定的,奢侈品牌塑造和发展是多层关系和多种营销的结合体。战略中的五部分都是围绕着中国奢侈品牌塑造与发展而层层展开的。之后通过目前成功的“上海滩”品牌为例,进行了案例分析。最后通过总结和展望了中国奢侈品牌塑造和发展之路。
[Abstract]:From the beginning of 1990s, some international luxury brands entered the Chinese market, and in 2004, the policy of relaxation of retail form made the development of international brands in China more relaxed. Meanwhile, China's consumer spending on luxury brands has increased year by year and is now the third largest in the world. The potential for future market growth remains limitless and is expected to overtake the United States as the world's second-largest consumer of luxury goods by 2015. Chinese luxury consumption has become a powerful force in the Chinese economy and a powerful booster to boost domestic demand. However, at present, the academic field and luxury industry in our country are rather scarce, and the lack of Chinese luxury brands in the international standard evaluation standards has resulted in a huge Chinese market with only foreign luxury brands. Chinese luxury enterprises do not know how to shape the cultural background of Chinese luxury brands, how to cultivate Chinese luxury consumers through luxury marketing, how to manage and manage a luxury brand. The research of luxury brand in our country is still a new field. The research of many industries in China is only studied after the formation of the industry, so it is in a passive state, should be actively through strategic guidance before the formation of the industry, and lay a solid foundation for the future development. Based on the analysis of a large number of cases, this paper puts forward the strategy of shaping and developing Chinese luxury brands by analyzing and comparing the present situation and the future development trend of Chinese luxury brands. Firstly, this paper systematically studies the definition of brand, luxury brand and its related characteristics in the academic field. At the same time, through a large number of materials, the theoretical research and luxury brand research in the field of international and domestic brands are summarized. On this basis, it systematically analyzes the development of international and domestic luxury market, compares the international and domestic luxury market, brand and consumer, and studies the future development direction of luxury goods market. After that, the author analyzes the motivation of shaping and developing Chinese luxury brands, which includes the advantages, problems and positive significance of the development of luxury brands in China. On the basis of these studies, this paper puts forward the strategy of shaping and developing Chinese luxury brands, which is expected to provide guidance and help for the shaping of Chinese luxury brands. The strategy consists of five parts, brand culture, marketing, consumer, business and industry. The author believes that the shaping and development of Chinese luxury brands is a dynamic process, and the brand shaping and development is not only determined by a single factor of brand, luxury brand molding and development is a combination of multi-layer relationship and multi-marketing. All five parts of the strategy revolve around the shaping and development of Chinese luxury brands. Then through the current successful "Shanghai" brand as an example, a case study. Finally, by summing up and looking forward to the Chinese luxury brand shaping and development road.
【学位授予单位】:重庆工商大学
【学位级别】:硕士
【学位授予年份】:2009
【分类号】:F273.2

【引证文献】

相关硕士学位论文 前5条

1 张俊;上海地区奢侈品家具消费动机研究[D];东华大学;2012年

2 钟睿佳;服饰奢侈品牌期刊广告视觉传达设计的实验研究[D];东华大学;2011年

3 李嘉琳;中国本土奢侈品未来发展的方向[D];复旦大学;2010年

4 张权;我国奢侈品消费市场发展战略研究[D];广西师范大学;2013年

5 张晓庆;我国奢侈品市场存在的问题及其营销策略研究[D];华中师范大学;2013年



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