【摘要】：鄂爾多斯羊絨集團于2007年推出其羊絨奢侈品牌1436羊絨品牌,1436羊絨品牌開始與大量國外奢侈品牌共同爭奪國內(nèi)市場。奢侈品牌的受眾是金字塔尖為數(shù)不多的客戶,他們的稀缺性和不可復制性顯現(xiàn)了其對品牌的重要性。品牌80%的利潤由20%的客戶所創(chuàng)造,這20%客戶就是品牌的VIP客戶。維護好與VIP客戶的關系,是品牌賴以生存的關鍵,而關系的維護在于品牌與VIP客戶形成良好的管理溝通。 自2007年以來,我們在VIP客戶管理溝通的工作中看到了很多有待改進的方面和急于解決的問題。品牌視覺溝通效果、售中溝通技巧和溝通語言規(guī)范方面需要進一步改進,在抱怨投訴中遇到的困境需要制定完善的應對措施,建立多途徑的溝通方式對品牌加強與VIP客戶互動也有很大的幫助。為此,本文就1436羊絨品牌VIP客戶管理溝通進行研究。 本論文首先說明文章的研究背景、研究目的、研究意義、國內(nèi)外研究現(xiàn)狀、研究內(nèi)容、研究方法,及論文的主要內(nèi)容和整體框架；其次,介紹論文所涉及到與管理溝通相關的概念和理論；然后,充分分析1436羊絨品牌的溝通現(xiàn)狀,分為售前、售中和售后三個階段進行分析；再而,提出1436羊絨品牌目前管理溝通中所存在的問題；最后,對1436羊絨品牌存有的問題進行研究并制定相關的提升方案和策略。
[Abstract]:Ordos cashmere group launched its cashmere luxury brand 1436 cashmere brand in 2007, 1436 cashmere brand began to compete with a large number of foreign luxury brands in the domestic market. Luxury brands reach a small number of customers at the top of the pyramid, and their scarcity and non-replicability show their importance to the brand. 80% of the brand's profit is generated by 20% of its customers, 20% of whom are brand VIP customers. Maintaining the relationship with VIP customers is the key to the survival of the brand, and the maintenance of the relationship lies in the good management communication between the brand and the VIP customer. Since 2007, we have seen a lot of improvements and urgent problems in VIP customer management communication. Brand visual communication effect, communication skills and communication language norms need to be further improved, and the difficulties encountered in complaints need to be improved. Establishing multi-channel communication is also helpful for brand to enhance interaction with VIP customers. Therefore, this paper studies 1436 cashmere brand VIP customer management communication. This paper first describes the research background, research purpose, research significance, domestic and foreign research status, research content, research methods, as well as the main content of the paper and the overall framework; Secondly, the paper introduces the concepts and theories related to management communication, and then analyzes the communication status of 1436 cashmere brands, which is divided into three stages: pre-sale, mid-sale and after-sale. Then, the problems existing in the management communication of the 1436 cashmere brand are put forward. Finally, the problems existing in the 1436 cashmere brand are studied and the relevant promotion schemes and strategies are formulated.
【學位授予單位】：云南大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.8

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