中國(guó)奢侈品市場(chǎng)的蓬勃發(fā)展,本論文以此為背景開(kāi)始研究。本論文以奢侈品認(rèn)知及消費(fèi)行為的文化為研究主題,對(duì)中國(guó)和意大利消費(fèi)者的調(diào)查數(shù)據(jù)進(jìn)行了對(duì)比分析,以此揭示中國(guó)奢侈品消費(fèi)者的獨(dú)特性并據(jù)此為奢侈品牌公司提出意見(jiàn)。首先,調(diào)研顯示中國(guó)奢侈消費(fèi)者的平均年齡相對(duì)較低,主要在30歲以下,即使其年收入低于意大利消費(fèi)者,其年度奢侈品預(yù)算仍然大于意大利消費(fèi)者,30歲以下的中國(guó)年輕消費(fèi)者彰示的個(gè)人主義程度高于年長(zhǎng)者(40歲以上)。中國(guó)年輕消費(fèi)者個(gè)人主義傾向較高,值得奢侈品品牌依據(jù)這一特征來(lái)改進(jìn)其中國(guó)市場(chǎng)的營(yíng)銷(xiāo)策略。其次,調(diào)研顯示問(wèn)卷的中國(guó)消費(fèi)者的民族主義及愛(ài)國(guó)主義的程度相當(dāng)高,建議那些希望在華取得一席之地的外國(guó)奢侈品品牌需入鄉(xiāng)隨俗,采用本土化的策略:本土化不但要表現(xiàn)在產(chǎn)品上,溝通內(nèi)容和媒體選擇也非常重要。第三,調(diào)研還顯示,隨著中國(guó)科技的發(fā)展,微信、微博、小紅書(shū)等社交平臺(tái)的普及,奢侈品品牌只有走向數(shù)字化,利用好互聯(lián)網(wǎng)的優(yōu)勢(shì),才能更順利地獲得更多潛在消費(fèi)者的青睞。在數(shù)字化營(yíng)銷(xiāo)方面,意見(jiàn)領(lǐng)袖(KOL)是中國(guó)線上營(yíng)銷(xiāo)傳播策略的核心,他們運(yùn)營(yíng)的自媒體平臺(tái)擁有數(shù)額龐大的粉絲量,從而使品牌曝光量明顯地提升。與這些KOL合作...

【文章頁(yè)數(shù)】：130 頁(yè)

【學(xué)位級(jí)別】：碩士

【文章目錄】：
AKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER ONE-INTRODUCTION
    1.1 Research Background
    1.2 Problem Discussion
    1.3 Objective of the Study and Expected Results
    1.4 Research Approaches and Methods
    1.5 Theoretic value
    1.6 Practical implication
CHAPTER TWO-THEORETICAL BACKGROUND AND LITERATUREREVIEW
    2.1 Influence of Culture on Luxury Perception
        2.1.1 Chinese culture
        2.1.2 Hofstede’s Cultural Dimensions Theory
        2.1.3 Collectivism and Individualism
        2.1.4 Political Ideology
        2.1.5 Materialism
    2.2 Luxury
    2.3 Meanings Given to Luxury Goods
        2.3.1 Motivation for Luxury Consumption
        2.3.2 Perceived Brand Value
        2.3.3 Country-of-origin Effect
    2.4 Luxury Spending in China and Italy
        2.4.1 Development of Luxury Consumption in China
        2.4.2 Current situation
            a. China
            b. Italy
        2.4.3 Age of Luxury Consumers
        2.4.4 Channels and Sales
        2.4.5 Daigou
        2.4.6 Counterfeiting and its Influence on the Luxury Spending
    2.5 Social Media in the Luxury Environment
        2.5.1 Digitalization of Luxury
            a. We Chat
            b. RED
            c. Weibo
            d. Douyin
            e. Instagram
        2.5.2 KOLs and“Star worship culture”
    2.6 Hypothesis Development
CHAPTER THREE: METHODOLOGY
    3.1 Research Approach
    3.2 Questionnaire Design
        3.2.1 Collectivism vs Individualism
        3.2.2 Nationlaism and Patriotism
        3.2.3 Factors influencing luxury perception and purchasing bevavior
CHAPTER FOUR: SURVEY ANALYSIS AND RESULTS
    4.1 Questionnaire results
    4.2 Comparison of Luxury Marketing Campaigns Between China and Italy
        4.2.1 Standardization vs Adaptation
        4.2.2 Successful vs Unsuccessful Examples of Italian Luxury Brands inChina
    4.3 Suggestions about Marketing Communication
CHAPTER FIVE: CONCLUSIONS
    5.1 Summary
    5.2 Limitations and Further Research
APPENDICIES
    Appendix 1 Overall Research Framework
    Appendix 2 List of Variables
    Appendix 3 Questionnaire Design
    Appendix 4 Questionnaire Results: Graphs and Tables
BIBLIOGRAPHIC REFERENCES



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