【摘要】：奢侈品可以說(shuō)是人類消費(fèi)結(jié)構(gòu)中最高級(jí)別的消費(fèi)品，是很少有替代品的資源稀缺之物，即便是有替代品，那也一定是同類產(chǎn)品中的最頂級(jí)的產(chǎn)品。在奢侈品的產(chǎn)品類別中服飾占據(jù)了主要份額，，當(dāng)今市場(chǎng)上各大知名的奢侈品品牌主要也都是服飾品牌。 本文首先從奢侈品的定義入手，著重介紹了服飾類奢侈品的概念和奢侈品營(yíng)銷的相關(guān)理論。然后分析了服飾類奢侈品的行業(yè)發(fā)展動(dòng)態(tài)，并著重描述了中國(guó)市場(chǎng)的概況。接著根據(jù)奢侈品的特征和奢侈品消費(fèi)群體的特點(diǎn)，提出奢侈品特別是服飾類奢侈品的傳統(tǒng)營(yíng)銷策略和新興營(yíng)銷策略，并進(jìn)一步介紹了服飾類奢侈品營(yíng)銷的中國(guó)特色及在中國(guó)市場(chǎng)的表現(xiàn)。最后做了服飾類奢侈品大牌的阿瑪尼的營(yíng)銷案例分析，通過(guò)阿瑪尼在中國(guó)市場(chǎng)的營(yíng)銷實(shí)踐，進(jìn)一步論證了營(yíng)銷策略的可行性，和對(duì)于其他國(guó)際服飾類奢侈品企業(yè)的借鑒意義。隨著我國(guó)奢侈品消費(fèi)時(shí)代的來(lái)臨，服飾類奢侈品品牌應(yīng)針對(duì)目標(biāo)顧客的消費(fèi)行為和消費(fèi)習(xí)慣實(shí)施有效的營(yíng)銷活動(dòng)，營(yíng)銷策略的成功制定和實(shí)施將是國(guó)際服飾類奢侈品品牌中國(guó)之行能否取得成功的關(guān)鍵。 對(duì)于服飾類奢侈品的研究是一個(gè)比較新的課題，而中國(guó)市場(chǎng)是一個(gè)發(fā)展?jié)摿薮蟛⑷遮叧墒斓氖袌?chǎng)，將二者結(jié)合起來(lái)，并制定相應(yīng)的營(yíng)銷策略是本文將要解決的問(wèn)題，本文通過(guò)對(duì)服飾類奢侈品營(yíng)銷的研究，以期對(duì)國(guó)際服飾類奢侈品企業(yè)在中國(guó)市場(chǎng)的營(yíng)銷發(fā)展起到借鑒和指導(dǎo)作用，并對(duì)中國(guó)本土奢侈品企業(yè)的成長(zhǎng)給予一定的啟示。
[Abstract]:Luxury goods can be said to be the highest level of consumer goods in the structure of human consumption, is a scarce resource with few substitutes, even if there are substitutes, it must be the top of the same products. In the category of luxury goods, clothing occupies a major share, and most famous luxury brands in the market today are also clothing brands. This paper begins with the definition of luxury goods and introduces the concept of luxury goods and the theory of luxury goods marketing. Then it analyzes the industry development of apparel luxury goods, and describes the general situation of Chinese market. Then according to the characteristics of luxury goods and the characteristics of luxury consumption groups, the traditional marketing strategies and emerging marketing strategies of luxury goods, especially clothing luxury goods, are put forward. And further introduced the clothing category luxury goods marketing Chinese characteristic and the performance in the Chinese market. In the end, the author makes a case study of Armani's marketing of luxury goods in clothing category, and further demonstrates the feasibility of marketing strategy and the reference significance to other international luxury goods enterprises through Armani's marketing practice in China. With the coming of luxury consumption era in China, clothing luxury brands should carry out effective marketing activities against the consumption behavior and habits of the target customers. The successful formulation and implementation of marketing strategy will be the key to the success of the international apparel luxury brands in China. The research on luxury goods in clothing category is a relatively new subject, and the Chinese market is a market with great development potential and maturing day by day. It is the problem to be solved in this paper to combine the two and formulate the corresponding marketing strategy. Through the research on luxury goods marketing of clothing category, this paper hopes to provide reference and guidance for the development of international apparel luxury goods enterprises in Chinese market, and give some enlightenment to the growth of local luxury goods enterprises in China.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F723;F426.86;F713.5

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本文編號(hào)：2307422