本文選題：路易威登 + 奢侈品�。� 參考：《東南大學》2015年碩士論文

【摘要】：隨著中國經(jīng)濟的繁榮,中國消費者的購買力加強,越來越多的奢侈品牌加快了在中國市場圈地的步伐,但任何奢侈品品牌要想成功占領(lǐng)中國市場,正確的營銷策略是必要條件。而其中居于行業(yè)領(lǐng)先地位的著名奢侈品企業(yè)路易威登自1992年進入中國市場,至2015年初已在中國內(nèi)地開設(shè)了50家專賣店。本文以營銷策略的相關(guān)理論為基礎(chǔ),結(jié)合奢侈品和奢侈品市場的特征,運用調(diào)研和分析的方法,概述世界和中國的奢侈品消費的市場概況,并對路易威登公司的發(fā)展進行介紹。同時以路易威登南京店作為研究對象,針對南京店的現(xiàn)狀,從營銷環(huán)境分析開始,從人口環(huán)境、經(jīng)濟環(huán)境、政治法律環(huán)境多方面對路易威登公司南京市場營銷策略進行評價和分析。之后再進行目標市場概述,結(jié)合南京路易威登店的客戶數(shù)據(jù)分析中國奢侈品消費者的四種類型。再從產(chǎn)品策略、價格策略、渠道策略和整合營銷溝通策略幾個角度對路易威登市場營銷策略進行總結(jié)。從南京店的實際出發(fā),簡述了目前營銷策略的實施情況,并從中發(fā)現(xiàn)不足之處,最后提出南京市場營銷的改進措施。本研究對南京本地奢侈品行業(yè)營銷戰(zhàn)略研究提供了一定的借鑒經(jīng)驗和參考價值。
[Abstract]:As China's economy booms and Chinese consumers' purchasing power increases, more and more luxury brands speed up their pace in the Chinese market, but the right marketing strategy is a necessary condition for any luxury brand to succeed in capturing the Chinese market. Louis Vuitton, a leading luxury goods company, has opened 50 stores in mainland China since 1992 and has opened 50 stores in China by the beginning of 2015. Based on the relevant theories of marketing strategy and the characteristics of luxury goods and luxury market, this paper summarizes the market situation of luxury consumption in the world and China by means of research and analysis, and introduces the development of Louis Vuitton Corporation. At the same time, taking Louis Vuitton Nanjing store as the research object, aiming at the present situation of Nanjing store, starting with the analysis of marketing environment, starting with the population environment and economic environment, The political and legal environment evaluates and analyzes the marketing strategy of Louis Vuitton in Nanjing. Then the target market is summarized and the customer data of Nanjing Louis Vuitton Store is used to analyze the four types of luxury goods consumers in China. Then from the product strategy, price strategy, channel strategy and integrated marketing communication strategy several angles to Louis Vuitton marketing strategy summary. Starting from the reality of Nanjing store, this paper briefly describes the implementation of the current marketing strategy, and finds out the shortcomings from it. Finally, it puts forward the improvement measures of Nanjing marketing. This study provides some reference experience and reference value for the study of local luxury industry marketing strategy in Nanjing.
【學位授予單位】：東南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F416.86

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