【摘要】： 從二十世紀(jì)九十年代初部分國(guó)際奢侈品牌進(jìn)入中國(guó)市場(chǎng)到2004年中國(guó)放寬零售業(yè)態(tài)的政策使得國(guó)際品牌在中國(guó)市場(chǎng)的發(fā)展更加的寬松。與此同時(shí),中國(guó)消費(fèi)者對(duì)奢侈品牌的消費(fèi)逐年增高,目前居于全球第三。未來(lái)的市場(chǎng)發(fā)展空間仍是潛力無(wú)限,估計(jì)到2015年將取代美國(guó)成為全球第二大奢侈品消費(fèi)國(guó)。中國(guó)奢侈品消費(fèi)已經(jīng)成為中國(guó)經(jīng)濟(jì)中的一股強(qiáng)大力量,成為拉動(dòng)內(nèi)需的強(qiáng)大助推器。然而,我國(guó)目前不管是學(xué)術(shù)領(lǐng)域還是奢侈品行業(yè)都是相當(dāng)?shù)膮T乏,國(guó)際標(biāo)準(zhǔn)評(píng)估標(biāo)準(zhǔn)的中國(guó)奢侈品牌更是空缺這樣就造成了偌大一個(gè)中國(guó)市場(chǎng)上只有國(guó)外奢侈品牌。中國(guó)的奢侈品企業(yè)不了解如何塑造中國(guó)的奢侈品牌的文化底蘊(yùn),如何通過(guò)奢侈品營(yíng)銷(xiāo)培育中國(guó)的奢侈品消費(fèi)者,如何管理經(jīng)營(yíng)好一個(gè)奢侈品牌。我國(guó)目前奢侈品牌的研究還是屬于新興的領(lǐng)域。中國(guó)對(duì)很多行業(yè)的研究都是在行業(yè)成型后才加以研究,這樣是處于被動(dòng)的狀態(tài),應(yīng)該在行業(yè)成形以前就積極的通過(guò)戰(zhàn)略引導(dǎo),為以后的發(fā)展打下堅(jiān)實(shí)的基礎(chǔ)。本文以大量的案例為分析基礎(chǔ),通過(guò)分析比較,并結(jié)合我國(guó)目前的狀況和未來(lái)要發(fā)展的趨勢(shì)提出了中國(guó)奢侈品牌塑造和發(fā)展戰(zhàn)略。 本文首先系統(tǒng)的研究了目前學(xué)術(shù)領(lǐng)域?qū)ζ放�、奢侈品、奢侈品牌的定義及其相關(guān)特征,與此同時(shí)通過(guò)大量的資料研究整理了國(guó)際國(guó)內(nèi)品牌理論研究和奢侈品領(lǐng)域的研究。在此基礎(chǔ)上系統(tǒng)的分析了國(guó)際國(guó)內(nèi)奢侈品市場(chǎng)的發(fā)展,對(duì)國(guó)際國(guó)內(nèi)的奢侈品市場(chǎng)、品牌、消費(fèi)者進(jìn)行了比較,同時(shí)研究了未來(lái)奢侈品市場(chǎng)的發(fā)展方向。之后分析了我國(guó)塑造和發(fā)展中國(guó)奢侈品牌動(dòng)因,這其中包括了目前我國(guó)的優(yōu)勢(shì)、存在的問(wèn)題,以及發(fā)展奢侈品牌的積極意義。在這些研究的基礎(chǔ)上,提出了中國(guó)奢侈品牌塑造和發(fā)展戰(zhàn)略,期望藉此為我國(guó)奢侈品牌的塑造提供指導(dǎo)和幫助。戰(zhàn)略一共包含了五大部分,品牌文化、營(yíng)銷(xiāo)、消費(fèi)者、企業(yè)和行業(yè)。筆者認(rèn)為,中國(guó)奢侈品牌塑造與發(fā)展是一種動(dòng)態(tài)的過(guò)程,同時(shí)品牌的塑造和發(fā)展不是只有品牌單一因素決定的,奢侈品牌塑造和發(fā)展是多層關(guān)系和多種營(yíng)銷(xiāo)的結(jié)合體。戰(zhàn)略中的五部分都是圍繞著中國(guó)奢侈品牌塑造與發(fā)展而層層展開(kāi)的。之后通過(guò)目前成功的“上海灘”品牌為例,進(jìn)行了案例分析。最后通過(guò)總結(jié)和展望了中國(guó)奢侈品牌塑造和發(fā)展之路。
[Abstract]:From the beginning of 1990s, some international luxury brands entered the Chinese market, and in 2004, the policy of relaxation of retail form made the development of international brands in China more relaxed. Meanwhile, China's consumer spending on luxury brands has increased year by year and is now the third largest in the world. The potential for future market growth remains limitless and is expected to overtake the United States as the world's second-largest consumer of luxury goods by 2015. Chinese luxury consumption has become a powerful force in the Chinese economy and a powerful booster to boost domestic demand. However, at present, the academic field and luxury industry in our country are rather scarce, and the lack of Chinese luxury brands in the international standard evaluation standards has resulted in a huge Chinese market with only foreign luxury brands. Chinese luxury enterprises do not know how to shape the cultural background of Chinese luxury brands, how to cultivate Chinese luxury consumers through luxury marketing, how to manage and manage a luxury brand. The research of luxury brand in our country is still a new field. The research of many industries in China is only studied after the formation of the industry, so it is in a passive state, should be actively through strategic guidance before the formation of the industry, and lay a solid foundation for the future development. Based on the analysis of a large number of cases, this paper puts forward the strategy of shaping and developing Chinese luxury brands by analyzing and comparing the present situation and the future development trend of Chinese luxury brands. Firstly, this paper systematically studies the definition of brand, luxury brand and its related characteristics in the academic field. At the same time, through a large number of materials, the theoretical research and luxury brand research in the field of international and domestic brands are summarized. On this basis, it systematically analyzes the development of international and domestic luxury market, compares the international and domestic luxury market, brand and consumer, and studies the future development direction of luxury goods market. After that, the author analyzes the motivation of shaping and developing Chinese luxury brands, which includes the advantages, problems and positive significance of the development of luxury brands in China. On the basis of these studies, this paper puts forward the strategy of shaping and developing Chinese luxury brands, which is expected to provide guidance and help for the shaping of Chinese luxury brands. The strategy consists of five parts, brand culture, marketing, consumer, business and industry. The author believes that the shaping and development of Chinese luxury brands is a dynamic process, and the brand shaping and development is not only determined by a single factor of brand, luxury brand molding and development is a combination of multi-layer relationship and multi-marketing. All five parts of the strategy revolve around the shaping and development of Chinese luxury brands. Then through the current successful "Shanghai" brand as an example, a case study. Finally, by summing up and looking forward to the Chinese luxury brand shaping and development road.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類(lèi)號(hào)】：F273.2

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前5條

1 張俊;上海地區(qū)奢侈品家具消費(fèi)動(dòng)機(jī)研究[D];東華大學(xué);2012年

2 鐘睿佳;服飾奢侈品牌期刊廣告視覺(jué)傳達(dá)設(shè)計(jì)的實(shí)驗(yàn)研究[D];東華大學(xué);2011年

3 李嘉琳;中國(guó)本土奢侈品未來(lái)發(fā)展的方向[D];復(fù)旦大學(xué);2010年

4 張權(quán);我國(guó)奢侈品消費(fèi)市場(chǎng)發(fā)展戰(zhàn)略研究[D];廣西師范大學(xué);2013年

5 張曉慶;我國(guó)奢侈品市場(chǎng)存在的問(wèn)題及其營(yíng)銷(xiāo)策略研究[D];華中師范大學(xué);2013年

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本文編號(hào)：2408008