本文選題：奢侈品 + 奢侈品品牌�。� 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2009年碩士論文

【摘要】： 改革開(kāi)放三十年來(lái),伴隨我國(guó)經(jīng)濟(jì)高速發(fā)展、城鎮(zhèn)居民人口持續(xù)增加,越來(lái)越多的人開(kāi)始青睞于奢侈品消費(fèi)。另一方面,全球經(jīng)濟(jì)持續(xù)低迷、金融危機(jī)嚴(yán)重影響實(shí)體經(jīng)濟(jì),全球奢侈品消費(fèi)市場(chǎng)受到不同程度的影響。為了保持奢侈品消費(fèi)市場(chǎng)持續(xù)發(fā)展,滿(mǎn)足人們消費(fèi)個(gè)性化、時(shí)尚化需求,越來(lái)越多的奢侈品品牌開(kāi)始爭(zhēng)相推出二線(xiàn)品牌并取得了巨大的成功,更有甚者,一些二線(xiàn)品牌大有超過(guò)原品牌發(fā)展的勢(shì)頭。 目前,國(guó)內(nèi)外對(duì)奢侈品品牌等相關(guān)問(wèn)題的研究并不深入,至今尚未形成完整的研究理論。本文嘗試性的在奢侈品二線(xiàn)品牌的定義、特征等研究基礎(chǔ)上從奢侈品消費(fèi)市場(chǎng)和奢侈品供給市場(chǎng)兩個(gè)角度對(duì)奢侈品二線(xiàn)品牌延伸的原因進(jìn)行對(duì)比分析,論述目前奢侈品二線(xiàn)品牌延伸的現(xiàn)狀,并對(duì)相關(guān)案例和數(shù)據(jù)進(jìn)行比較分析,提出了奢侈品二線(xiàn)品牌延伸的品類(lèi)適宜性特點(diǎn),并結(jié)合經(jīng)典市場(chǎng)營(yíng)銷(xiāo)組合理論,對(duì)奢侈品二線(xiàn)品牌延伸所采用的策略進(jìn)行歸納提煉。 最后,文章對(duì)奢侈品二線(xiàn)品牌延伸的成功因素進(jìn)行了概括性闡述,并就我國(guó)奢侈品二線(xiàn)品牌延伸問(wèn)題提出了合理化建議。
[Abstract]:In the past 30 years since the reform and opening up, with the rapid development of economy in China, the population of urban residents continues to increase, and more people begin to favor luxury goods consumption. On the other hand, the global economic downturn, the financial crisis seriously affected the real economy, the global luxury consumer market has been affected to varying degrees. In order to maintain the sustainable development of luxury consumption market and meet the demand of individual consumption and fashion, more and more luxury brands are competing to launch second-tier brands and have achieved great success. Some second-line brands greatly exceed the original brand development momentum. At present, domestic and foreign research on luxury brands and other related issues is not in-depth, so far has not formed a complete theory. On the basis of the definition and characteristics of the second line of luxury brand, this paper makes a comparative analysis of the reasons for the extension of the second line of luxury brand from the two angles of luxury consumption market and luxury goods supply market. This paper discusses the current situation of the second line brand extension of luxury goods, compares and analyzes the relevant cases and data, puts forward the category suitability characteristics of the extension of the second line brand of luxury goods, and combines with the classical marketing combination theory. The second line of luxury brand extension strategy is summarized and refined. Finally, the paper gives a general description of the factors of success in the extension of the second line of luxury brands, and puts forward some reasonable suggestions on the extension of the second line brands of luxury goods in China.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2;F723

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前1條

1 華春芳;基于消費(fèi)者評(píng)價(jià)的奢侈品品牌延伸研究[D];南京師范大學(xué);2008年

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本文編號(hào)：1967955