本文關(guān)鍵詞：奢侈品品牌“豪雅”在山東地區(qū)的營銷策略研究　出處：《蘭州理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著中國經(jīng)濟(jì)的快速發(fā)展,居民收入水平的大幅增長,中國的奢侈品市場也呈現(xiàn)出勃勃生機(jī)。目前,中國奢侈品市場作為世界上增長最快的市場之一,已經(jīng)成為國際頂級品牌擴(kuò)大全球市場份額、提高國際競爭力而爭相搶灘的必要戰(zhàn)略市場。隨著中國消費(fèi)者成熟度在消費(fèi)認(rèn)知、消費(fèi)行為以及互聯(lián)網(wǎng)的應(yīng)用上的明顯提高,中國奢侈品消費(fèi)市場已經(jīng)由一線大城市逐漸向二、三線城市發(fā)展。本文選擇二三線城市(如青島、濟(jì)南、煙臺(tái)、臨沂等)所在的山東地區(qū)作為研究區(qū)域,因?yàn)樯綎|省作為儒家發(fā)源地,省內(nèi)消費(fèi)者在思維方式、消費(fèi)行為與消費(fèi)習(xí)慣上深受儒家思想的影響,其次選擇“豪雅”這個(gè)二線奢侈品牌作為研究對象,希望通過研究其在中國山東地區(qū)的營銷模式、地區(qū)營銷組合策略,找出其存在的問題和解決對策。 論文首先對相關(guān)的奢侈品營銷理論進(jìn)行了回顧和總結(jié),然后對豪雅品牌在山東地區(qū)的營銷環(huán)境現(xiàn)狀進(jìn)行了分析,包括對豪雅品牌的簡介,豪雅品牌所處的外部宏觀環(huán)境,行業(yè)競爭環(huán)境和品牌自身內(nèi)部資源分析,通過對山東市場環(huán)境的分析,找出了豪雅在山東的營銷現(xiàn)狀存在的問題,運(yùn)用市場調(diào)研的方法對山東地區(qū)奢侈品消費(fèi)行為及對豪雅品牌的認(rèn)知進(jìn)行了調(diào)研,最后根據(jù)調(diào)研分析結(jié)果制定出適合豪雅的營銷優(yōu)化策略和方案。本文的研究目的是試圖結(jié)合品牌戰(zhàn)略和營銷理論,找到適合豪雅手表的營銷策略,幫助豪雅品牌在激烈的市場競爭中占有一席之地。
[Abstract]:With the rapid development of China economy, increase the income level of residents, Chinese luxury market is also showing the vitality. At present, China luxury market as one of the fastest growing markets in the world, has become the international top brands to expand the global market share, improve the international competitiveness and strategic market. With consumers eager to seize the China mature in the degree of consumer awareness, improve consumer behavior as well as on the Internet, Chinese luxury consumer market is gradually to the two line of big city, three line city development. The two or three line of the city (such as Qingdao, Ji'nan, Yantai, Linyi) is located in Shandong area of Shandong Province as the study area, because as a Confucian origin the province, consumers in the way of thinking, influence consumer behavior and consumption habits by Confucianism, then select "tag heuer" in the second line As a research object, luxury brand is expected to study its marketing mode and regional marketing mix strategy in Shandong, China, and find out its existing problems and solutions.
This paper reviewed and summarized the relevant luxury marketing theory, and then analyzes the status quo of the tag heuer brand marketing environment in the Shandong area, including the introduction of TAG Heuer, TAG Heuer the external macro environment, industry competitive environment analysis and brand their own internal resources, through the analysis of Shandong market environment, find out the present marketing situation in Shandong, the problem of TAG Heuer, using the method of market research conducted an investigation on the consumption behavior of luxury goods in Shandong area and cognition of the tag heuer brand, according to the research results, formulate marketing strategy and optimization scheme for TAG Heuer. The purpose of this study is to combine the brand strategy and marketing theory, to find a suitable TAG Heuer Watch the marketing strategy, the tag heuer brand occupies a space for one person to help in the fierce competition in the market.

【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F416.8

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本文編號(hào)：1376743