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奢典(上海)二手奢侈品店連鎖營(yíng)銷模式的研究

發(fā)布時(shí)間:2019-03-04 21:37
【摘要】:據(jù)相關(guān)數(shù)據(jù)顯示,目前,中國(guó)國(guó)內(nèi)市場(chǎng)的奢侈品銷售額已經(jīng)超過(guò)日本,中國(guó)已成為全球最大的奢侈品消費(fèi)市場(chǎng)。此外,如果再加上中國(guó)消費(fèi)者在海外市場(chǎng)的購(gòu)買量,那么全球奢侈品市場(chǎng)上近一半的奢侈品都是由中國(guó)消費(fèi)者所購(gòu)買的,奢侈品在中國(guó)已然成為了一種身份與地位的象征。由此,我們可以看到中國(guó)消費(fèi)者對(duì)于奢侈品的巨大消費(fèi)需求。但中國(guó)奢侈品市場(chǎng)的一些現(xiàn)象卻值得我們特別注意,那就是雖然我們的國(guó)民收入在短時(shí)間內(nèi)有了較大的提升,但有能力直接消費(fèi)奢侈品的精英群體畢竟還只是其中的一小部分,其余的大部分消費(fèi)者仍然因?yàn)槠浒嘿F的價(jià)格而對(duì)奢侈品望而卻步,如何最大程度地吸引這些對(duì)奢侈品感興趣但是又消費(fèi)能力有限的消費(fèi)者,成為中國(guó)奢侈品行業(yè)需要著重考慮的問(wèn)題。通過(guò)分析西方較成熟的奢侈品市場(chǎng),我們發(fā)現(xiàn),相較于價(jià)格較高的一手奢侈品,價(jià)格更低廉的二手奢侈品可以滿足上述群體的消費(fèi)人群的需求。我們也可以從火爆的海外代購(gòu)業(yè)務(wù),和高仿奢侈品熱銷的現(xiàn)象中印證這一點(diǎn)。而隨著奢侈品消費(fèi)在中國(guó)的日趨流行,二手奢侈品市場(chǎng)也擁有著巨大的潛力。目前在北京,上海等一線城市已經(jīng)存在許多二手奢侈品店,日本,香港及西方國(guó)家的一些二手奢侈品店已經(jīng)開(kāi)始嘗試進(jìn)軍中國(guó)市場(chǎng),但以整個(gè)二手奢侈品行業(yè)來(lái)講在中國(guó)市場(chǎng)還是剛剛起步,還沒(méi)有形成一定的規(guī)模,沒(méi)有相關(guān)的行業(yè)規(guī)范。眾多小型奢侈品店并沒(méi)有專業(yè)的營(yíng)銷策劃,戰(zhàn)略定位,只是按店主的設(shè)想隨意而為,因此業(yè)績(jī)不佳,甚至難以維持。奢典(上海)二手奢侈品公司是一家專門開(kāi)展二手奢侈品相關(guān)業(yè)務(wù)的公司。它以自由連鎖的模式經(jīng)營(yíng),各下屬分店均為獨(dú)立經(jīng)營(yíng)者,各自所有權(quán)關(guān)系不變,享用共同的品牌,與總公司簽訂關(guān)于采購(gòu),促銷,宣傳等合同,簽訂合法經(jīng)營(yíng)承諾書(shū),按合同約定開(kāi)展經(jīng)驗(yàn)活動(dòng),使各分店的經(jīng)營(yíng)活動(dòng)簡(jiǎn)單化,標(biāo)準(zhǔn)化,專業(yè)化,增強(qiáng)各分店的經(jīng)營(yíng)實(shí)力,實(shí)現(xiàn)三方面的效益優(yōu)化。本文從奢典(上海)二手奢侈品公司所在行業(yè)出發(fā),分析目前市場(chǎng)上的二手奢侈品公司主要的經(jīng)營(yíng)理念和營(yíng)銷模式,以及公司所面臨的市場(chǎng)機(jī)遇與挑戰(zhàn),根據(jù)市場(chǎng)營(yíng)銷管理的理論,為該公司選擇適合的經(jīng)營(yíng)理念,目標(biāo)顧客及營(yíng)銷模式,并進(jìn)一步對(duì)公司的營(yíng)銷策略實(shí)施保障進(jìn)行了闡述,使得企業(yè)未來(lái)的發(fā)展能夠在制度的框架下不斷壯大,良性循環(huán)。在國(guó)家提倡循環(huán)經(jīng)濟(jì)、節(jié)約經(jīng)濟(jì)的大背景和國(guó)人對(duì)奢侈品需求空前高漲的趨勢(shì)下,本文著眼于中國(guó)二手奢侈品企業(yè),并對(duì)其特定市場(chǎng)的營(yíng)銷策略進(jìn)行具體的分析研究。希望本研究能對(duì)奢典(上海)二手奢侈品公司自身市場(chǎng)營(yíng)銷策略完善有一定的參考,以及對(duì)同類型企業(yè)市場(chǎng)的開(kāi)拓具有一定借鑒意義。
[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.
【學(xué)位授予單位】:廣西大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2015
【分類號(hào)】:F721.7

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