【摘要】：全球經(jīng)濟疲軟背景下中國奢侈品市場的逆揚而上使得這一市場備受世界矚目，中國消費者所導致的全新消費方式和速度逐步改寫著全球奢侈品行業(yè)的競爭規(guī)則。國際奢侈品企業(yè)戰(zhàn)略重心的轉移和營銷策略的相應變化也都日漸凸顯中國市場的重要性與戰(zhàn)略意義。隨著中國經(jīng)濟的發(fā)展，城鎮(zhèn)化水平的提高，以及消費者的不斷理性和成熟，，中國的奢侈品消費水平仍將進一步提升，該產(chǎn)業(yè)也會愈加穩(wěn)健發(fā)展。而本土奢侈品作為中國五千年歷史文化的產(chǎn)物，卻不曾形成烙有深刻文化印記的品牌。品牌管理中營銷策略的運用舉足輕重，探索本土奢侈品牌主場作戰(zhàn)，搶占引導本土奢侈品消費者品牌偏好和購買行為的先機，立足奢侈品市場的過程中，發(fā)現(xiàn)與中國國情相符合的營銷策略便顯得尤為重要。因此，本文提出研究成熟奢侈品牌在我國市場營銷策略的論題，總結其實踐經(jīng)驗，為我國奢侈品牌的發(fā)展豎立標桿示范。 追溯奢侈品消費的時間與地域跨度，可謂縱橫古今、馳騁南北，奢侈品也從最初的貴族獨享演變至往后的不斷民主化，持續(xù)驗證了市場營銷并非靜止，而是個動態(tài)發(fā)展的過程。本文在強調(diào)奢侈品消費于社會經(jīng)濟影響中的正面意義的同時，還考慮到某些潛在的消極影響。并主張對奢侈品消費保持毫無偏見的判斷和全面的認知，在品牌發(fā)展過程中，一方面要認識到奢侈品消費有助于擴大內(nèi)需、促進消費升級、拉動經(jīng)濟增長，另一方面，也要警覺奢侈品過度消費所能引發(fā)的社會公正問題和造成的社會不良影響，從而提高應對社會經(jīng)濟危機和憂患的意識。基于此，本文建立了一個全面整合關系營銷、內(nèi)部營銷、整合營銷和社會責任營銷的奢侈品企業(yè)營銷系統(tǒng)，分別從宏觀環(huán)境、市場現(xiàn)狀和消費群體等方面對中國奢侈品營銷現(xiàn)狀進行具體分析。運用營銷管理學、經(jīng)濟學和社會學等理論工具，來研究我國奢侈品的市場特點和活動規(guī)律及其對相應營銷策略的要求，結合奢侈品個案解析論述成熟品牌與中國市場相關的品牌定位和營銷策略運用，深入剖析該市場的消費特性及其品牌的塑造。最后總結出對本土奢侈品牌未來發(fā)展的啟示，為加快中國奢侈品企業(yè)的國際化進程，培育本土奢侈品牌提供一些建設性意見。
[Abstract]:Against the background of weak global economy, the Chinese luxury goods market is attracting worldwide attention, and the new consumption mode and speed caused by Chinese consumers are gradually rewriting the competition rules of the global luxury goods industry. The shift of strategic focus and the corresponding change of marketing strategy of international luxury goods enterprises also increasingly highlight the importance and strategic significance of the Chinese market. With the development of China's economy, the improvement of urbanization and the constant rationality and maturity of consumers, the consumption level of luxury goods in China will continue to rise, and the industry will develop more steadily. However, as a product of five thousand years of Chinese history and culture, local luxury has never formed a brand with profound cultural imprint. The use of marketing strategy plays an important role in brand management, exploring the local luxury brand home war, preempting the leading opportunity to guide local luxury brand preference and purchase behavior, and based on the process of luxury goods market. It is particularly important to find a marketing strategy that is in line with China's national conditions. Therefore, this paper puts forward the topic of studying the marketing strategy of mature luxury brands in China, summarizes its practical experience, and sets up a benchmarking model for the development of luxury brands in China. Tracing back to the time and region span of luxury consumption, it can be said that the history of luxury consumption is from the original aristocrat to the continuous democratization, which proves that marketing is not static, but a dynamic development process. This paper emphasizes the positive significance of luxury consumption in the social and economic impact, while taking into account some potential negative effects. In the process of brand development, on the one hand, we should realize that luxury consumption is conducive to expanding domestic demand, promoting consumption upgrading, stimulating economic growth, on the other hand, We should also be aware of the social justice problems and social adverse effects caused by excessive consumption of luxury goods, so as to raise the awareness of coping with social economic crisis and distress. Based on this, this paper establishes a comprehensive integrated relationship marketing, internal marketing, integrated marketing and social responsibility marketing luxury enterprise marketing system, respectively from the macro environment, This paper analyzes the current situation of luxury goods marketing in China from the aspects of market status and consumer groups. Using marketing management, economics, sociology and other theoretical tools to study the market characteristics and activities of luxury goods in China, as well as the corresponding marketing strategy requirements. Combined with the analysis of luxury cases, this paper discusses the brand positioning and marketing strategy of mature brands related to the Chinese market, and deeply analyzes the consumption characteristics of the market and the shaping of the brands. Finally, it summarizes the enlightenment to the future development of local luxury brands, and provides some constructive suggestions for speeding up the internationalization process of Chinese luxury enterprises and cultivating local luxury brands.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.5;F723

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本文編號：2287144