中國已成為全球奢侈品牌最重要的市場。但是,它的當前狀況與幾年前有很大不同。本研究解決了中國市場的重大變化以及它們如何影響當前的奢侈品行業(yè)。政治原因導致的購買方式轉變,中國消費者對本地品牌的興趣增加以及奢侈品牌之間的競爭日趨激烈,這些都是重大變化背后的關鍵原因。經由定性研究相關文獻,對于這些外部因素的分析,且以此為基礎來更好得理解當下古馳中國市場的政策及未來將面臨的挑戰(zhàn)。在評估外部環(huán)境及其對公司業(yè)務的影響后,筆者研究了古馳的品牌資產。本研究使用的框架為凱勒的基于消費者的品牌價值和共鳴模型。通過這一有效的市場工具提供的藍圖,可以更加深入的了解這個意大利時尚巨頭為達到激發(fā)消費者共鳴所作的努力。而這也使我們可以更清楚的定位到背后的問題及古馳品牌價值和表現(xiàn)中深層缺陷的源頭�？梢�,針對中國消費者品味及購買節(jié)奏的提升,線上購買的興起,以及對標志繁多產品的反感越發(fā)增長等等現(xiàn)象,對于多年來重視于利益而忽視了高端和創(chuàng)新設計的品牌,構成了諸多問題。最后筆者提出了基于研究作出的建議,以解決如今面對的主要難題。筆者提供的建議旨在于:培養(yǎng)針對性,注重個性化,以及利用高薪科技和潮流。古馳(Gucci)是意大利奢侈品...

【文章頁數(shù)】：70 頁

【學位級別】：碩士

【文章目錄】：
ACKNOWLEDGEMENTS ABSTRACT 摘要 LIST OF ABBREVIATIONS Chapter 1 :Introduction
1.1 Changes in China
1.2 Gucci's Current Challenges in China
1.3 Research Methods Chapter 2 :Literature Review
2.1 Relevant Theories
    2.1.1 Branding
    2.1.2 Luxury Marketing
2.2 Customer-based Brand Equity and Resonance Model
    2.2.1 Customer-based Brand Equity
    2.2.2 Brand Resonance Model
2.3 Theories' Significance Chapter 3 :Case Description
3.1 Introduction of Gucci in China
    3.1.1 The Brand History
    3.1.2 Gucci's History in China
    3.1.3 Gucci's Marketing Strategy
    3.1.4 Main Problems Gucci is Facing Chapter 4 :Case Analysis
4.1 The Current Dynamics in China
    4.1.1 Political Dynamics
    4.1.2 Customer Behavior's Dynamics
    4.1.3 Competition Dynamics
4.2 Major Problems for Gucci
    4.2.1 Problems Due to Political Dynamics
    4.2.2 Problems Due to Customer Behavior's Dynamics
    4.2.3 Problems Due to Competition Dynamics
    4.2.4 Gucci's Internal Problems
4.3 Brief Summary Chapter 5 :Analysis of Problems and Reasons Behind
5.1 Gucci's Identity
    5.1.1 Gucci's Salience
    5.1.2 Gucci's Identity Problems and Reasons Behind
5.2 Gucci's Meaning
    5.2.1 Gucci's Performance
    5.2.2 Gucci's Imagery
    5.2.3 Gucci's Meaning Problems and Reasons Behind
5.3 Gucci's Response
    5.3.1 Gucci's Judgements
    5.3.2 Gucci's Feelings
    5.3.3 Gucci's Response Problems and Reasons Behind
5.4 Gucci's Relationship
    5.4.1 Gucci's Resonance
    5.4.2 Gucci's Relationship Problems and Reasons Behind
5.5 Brief Summary Chapter 6 :Suggestions
6.1 Suggestions Addressing Performance Problems
6.2 Suggestions Addressing Meaning Problems
6.3 Suggestions Addressing Response Problems
6.4 Suggestions Addressing Relationship Problems Chapter 7 :Conclusions and Further Studies
7.1 Conclusions
7.2 Limitations
7.3 Further Studies References



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