發(fā)布時(shí)間：2018-07-20 18:18

【摘要】： 本論文研究的目的是分析奢侈品品牌在中國(guó)兩種截然相反的推廣模式,大眾推廣和小眾推廣,客觀地闡述兩種戰(zhàn)略的矛盾與優(yōu)缺點(diǎn)。 研究致力于中國(guó)的奢侈品市場(chǎng),論文從總結(jié)了中國(guó)奢侈品市場(chǎng)的現(xiàn)狀和發(fā)展?jié)撃荛_(kāi)始,分析了跨國(guó)奢侈品品牌在中國(guó)市場(chǎng)所使用的各種各樣的推廣策略。圍繞這一點(diǎn),還進(jìn)一步詳細(xì)列舉了兩個(gè)品牌案例,路易威登和愛(ài)馬仕,分別代表大眾推廣策略和小眾推廣策略。這兩個(gè)品牌都是很早以前就進(jìn)入中國(guó),在中國(guó)市場(chǎng)上已經(jīng)有了一些經(jīng)驗(yàn),比較了解中國(guó)消費(fèi)。 本論文所得出的結(jié)論是,在中國(guó)奢侈品消費(fèi)市場(chǎng)的現(xiàn)階段,大眾推廣有其一定的必要性,對(duì)擴(kuò)大其品牌知名度,獲取潛在客戶都有著重要的作用,然而我們也看到隨著中國(guó)消費(fèi)者越來(lái)越成熟,他們可能更注重奢侈品的“貴乎稀有”這一品質(zhì)。因此,大眾推廣策略可能就體現(xiàn)出消極的影響。大眾推廣在獲得很多消費(fèi)者的同時(shí),稀釋了或弱化了奢侈品地位的光芒。所以對(duì)于未來(lái)的市場(chǎng),這并不一定是一個(gè)可以適用于所有的奢侈品品牌推廣的戰(zhàn)略。
[Abstract]:The purpose of this paper is to analyze the two opposite promotion modes of luxury brand in China, popularizing and minority popularizing, and expounding objectively the contradiction, advantages and disadvantages of the two strategies. Focusing on the luxury market in China, this paper begins with a summary of the current situation and development potential of the Chinese luxury market, and analyzes the various promotion strategies used by multinational luxury brands in the Chinese market. Around this point, there are further detailed examples of two brand cases, Louis Vuitton and Herm 貓 s, respectively, on behalf of the popular promotion strategy and niche promotion strategy. Both brands entered China a long time ago. They have some experience in the Chinese market and have a better understanding of Chinese consumption. The conclusion of this paper is that at the present stage of the luxury consumption market in China, it is necessary to popularize the market, which plays an important role in expanding its brand awareness and obtaining potential customers. However, we also see that as Chinese consumers become more mature, they may focus more on the "expensive rare" quality of luxury goods. Therefore, the populace promotion strategy may reflect the negative influence. Popular promotion in many consumers at the same time diluted or weakened the status of luxury light. So for the future market, this is not necessarily a strategy that can be applied to all luxury brands.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2008
【分類號(hào)】：F273.2;F723

【相似文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 王穎;中國(guó)奢侈品消費(fèi)分析[D];外交學(xué)院;2012年

2 趙晗梓;奢侈品品牌在中國(guó)的廣告?zhèn)鞑シ绞窖芯縖D];上海交通大學(xué);2011年

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本文編號(hào)：2134355