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《为中国量身打造》奢侈品产业的新挑战

作　者: Amandine HAMMARI
导　师: 侯丽敏
学　校: 华东理工大学
专　业: 工商管理
关键词: 营销组合策略奢侈品产业中国市场适应全球化
分类号: F723
类　型: 硕士论文
年　份: 2012年
下　载: 80次
引　用: 0次
阅　读: 论文下载

内容摘要

虽然中国市场目前具备了所有发展西方奢侈品牌的必要条件,并且看起来在不久的将来会成为奢侈品产业的下一个“黄金国度”,但是对想要征服这块市场的角逐者来说,这条路并不平坦!确实,从地理、历史、政治、文化和细分需求来看,中国市场恐怕是最难应对、情况最复杂的国家之一。为了在中国成功地销售产品,国外的品牌将不得不针对中国的消费者进行策略上的调整。这就是我的论题的核心。通过专注于营销领域,我试图去了解中国奢侈品市场的消费者细分需求、消费者行为与预期,从而得出能够帮助国外奢侈品牌在中国市场拓展业务的最佳营销组合策略。对于奢侈品市场的新兴的消费者,该采取什么样的产品、价格、渠道和促销策略呢?我将通过两个成功企业的案例来阐述这些营销策略：一个是被中国人推选为最令人渴望拥有的国外奢侈品品牌——路易威登,另一个是由爱马仕专门为中国市场创立的全新的奢侈品品牌——上下。他们能够迷倒众多中国消费者的秘诀是什么?答案将在接下来的正文中为大家揭晓..我的这篇论文的宗旨首先是为了给正在为中国市场制定营销组合方针的奢侈品牌营销经理们一些建议,其次是为了研究和分析新趋势的到来——“为中国量身打造”!当下,已经不仅仅需要在产品方面适应新的趋势,同时还需要在价格、渠道和促销其他三个方面紧跟上。

全文目录

摘要  5-6
Abstract  6-10
Ⅰ. Introduction  10-13
Ⅱ. The Middle Kingdom,the new opium of the luxury industry  13-35
  2.1 China,the locomotive of the luxury industry  13-22
    2.1.1 Estimation of the worldwide luxury industry  13-14
    2.1.2 Overview of the Chinese luxury market  14-22
      2.1.2.1 Geographical repartition  16-19
      2.1.2.2 Repartition by activity segments  19-20
      2.1.2.3 The actors of the Chinese luxury market  20-22
  2.2 Promising analysis for the foreign luxury brands  22-35
    2.2.1 PEST analysis  22-32
      2.2.1.1 Political factors  22-24
      2.2.1.2 Economic factors  24-25
      2.2.1.3 Social factors  25-31
      2.2.1.4 Technological factors  31-32
    2.2.2 SWOT analysis  32-35
Ⅲ. The "Made for China"  35-79
  3.1 Key theoretical concepts about marketing  35-42
    3.1.1 What is marketing?  35-39
      3.1.1.1 Definition of marketing  35-36
      3.1.1.2 To design a marketing strategy  36-37
      3.1.1.3 The operational marketing and the 4 Ps  37-39
        3.1.1.3.1 Field operations and periodic plan  37-38
        3.1.1.3.2 Main variables of the marketing mix  38-39
    3.1.2 Adaptation of Marketing  39-42
      3.1.2.1 Mix marketing management in the luxury sector  39-41
      3.1.2.2 Intercultural marketing  41-42
  3.2 Marketing adapted to the Chinese market  42-79
    3.2.1 Segmentation of the Chinese Market  42-46
      3.2.1.1 The fast increase of the white-collar workers  42-43
      3.2.1.2 The "Bobos" phenomenon  43
      3.2.1.3 The gap between generations  43-44
      3.2.1.4 The gap between regions  44-46
    3.2.2 Positioning of the western luxury industry  46-48
    3.2.3 Cross cultural Mix Marketing  48-79
      3.2.3.1 The product  48-58
        3.2.3.1.1 Intrinsic characteristics  48-51
        3.2.3.1.2 The range  51-54
        3.2.3.1.3 The packaging  54-57
        3.2.3.1.4 Associated services  57-58
      3.2.3.2 The price  58-63
        3.2.3.2.1 Objectives and constraints of the price setting  58-59
        3.2.3.2.2 Setting price methods  59-60
        3.2.3.2.3 Influence of the price on the Chinese market  60-62
        3.2.3.2.4 Price strategies  62-63
      3.2.3.3 The place  63-74
        3.2.3.3.1 The approach of the luxury distribution  64-68
          3.2.3.3.1.1 A short multichannel distribution system  64
          3.2.3.3.1.2 The diversity of the distribution channel  64-66
          3.2.3.3.1.3 A selective distribution strategy  66-68
        3.2.3.3.2 How to set up a point of sale in China?  68-69
          3.2.3.3.2.1 With or without a Chinese partner?  68
          3.2.3.3.2.2 Key steps for a successful setting up  68-69
        3.2.3.3.3 Future perspectives for luxur companies in their distribution channels  69-74
          3.2.3.3.3.1 Global control reinforcement  69-71
          3.2.3.3.3.2 To rekindle the purchasing act  71-73
          3.2.3.3.3.3 The concept store: a trendy place  73-74
      3.2.3.4 The promotion  74-79
        3.2.3.4.1 The worldwide communication of a luxury product  74-75
        3.2.3.4.2 A communication adapted to the nature of the luxury product  75-76
        3.2.3.4.3 Brand translation  76
        3.2.3.4.4 Communication by the salesperson  76-77
        3.2.3.4.5 Elements of the message  77
        3.2.3.4.6 Ways of communication  77-78
        3.2.3.4.7 Limits  78-79
Ⅳ. Success stories  79-86
  4.1 Success story of a glocal brand Louis Vuitton  79-84
    4.1.1 Brief history of Louis Vuitton  79-80
    4.1.2 A strong penetration in Asia  80
    4.1.3 First worldwide luxury brand  80-81
    4.1.4 The flagship product:the bag  81
    4.1.5 The exclusive distribution  81-82
    4.1.6 Vuitton communication  82-83
    4.1.7 High positioning  83-84
    4.1.8 Mass effect or Fashion trend?  84
  4.2 "Shang Xia by Hermes,a luxury brand "Made for China"  84-86
Ⅴ. Conclusion  86-89
Index of Tables  89-90
Index of Figures  90-91
References  91-95
Acknowledgment  95-96
Acknowledgement  96-97
卷内备考表  97

《为中国量身打造》奢侈品产业的新挑战

内容摘要

全文目录

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