【摘要】：據(jù)相關(guān)數(shù)據(jù)顯示,目前,中國國內(nèi)市場(chǎng)的奢侈品銷售額已經(jīng)超過日本,中國已成為全球最大的奢侈品消費(fèi)市場(chǎng)。此外,如果再加上中國消費(fèi)者在海外市場(chǎng)的購買量,那么全球奢侈品市場(chǎng)上近一半的奢侈品都是由中國消費(fèi)者所購買的,奢侈品在中國已然成為了一種身份與地位的象征。由此,我們可以看到中國消費(fèi)者對(duì)于奢侈品的巨大消費(fèi)需求。但中國奢侈品市場(chǎng)的一些現(xiàn)象卻值得我們特別注意,那就是雖然我們的國民收入在短時(shí)間內(nèi)有了較大的提升,但有能力直接消費(fèi)奢侈品的精英群體畢竟還只是其中的一小部分,其余的大部分消費(fèi)者仍然因?yàn)槠浒嘿F的價(jià)格而對(duì)奢侈品望而卻步,如何最大程度地吸引這些對(duì)奢侈品感興趣但是又消費(fèi)能力有限的消費(fèi)者,成為中國奢侈品行業(yè)需要著重考慮的問題。通過分析西方較成熟的奢侈品市場(chǎng),我們發(fā)現(xiàn),相較于價(jià)格較高的一手奢侈品,價(jià)格更低廉的二手奢侈品可以滿足上述群體的消費(fèi)人群的需求。我們也可以從火爆的海外代購業(yè)務(wù),和高仿奢侈品熱銷的現(xiàn)象中印證這一點(diǎn)。而隨著奢侈品消費(fèi)在中國的日趨流行,二手奢侈品市場(chǎng)也擁有著巨大的潛力。目前在北京,上海等一線城市已經(jīng)存在許多二手奢侈品店,日本,香港及西方國家的一些二手奢侈品店已經(jīng)開始嘗試進(jìn)軍中國市場(chǎng),但以整個(gè)二手奢侈品行業(yè)來講在中國市場(chǎng)還是剛剛起步,還沒有形成一定的規(guī)模,沒有相關(guān)的行業(yè)規(guī)范。眾多小型奢侈品店并沒有專業(yè)的營銷策劃,戰(zhàn)略定位,只是按店主的設(shè)想隨意而為,因此業(yè)績不佳,甚至難以維持。奢典(上海)二手奢侈品公司是一家專門開展二手奢侈品相關(guān)業(yè)務(wù)的公司。它以自由連鎖的模式經(jīng)營,各下屬分店均為獨(dú)立經(jīng)營者,各自所有權(quán)關(guān)系不變,享用共同的品牌,與總公司簽訂關(guān)于采購,促銷,宣傳等合同,簽訂合法經(jīng)營承諾書,按合同約定開展經(jīng)驗(yàn)活動(dòng),使各分店的經(jīng)營活動(dòng)簡單化,標(biāo)準(zhǔn)化,專業(yè)化,增強(qiáng)各分店的經(jīng)營實(shí)力,實(shí)現(xiàn)三方面的效益優(yōu)化。本文從奢典(上海)二手奢侈品公司所在行業(yè)出發(fā),分析目前市場(chǎng)上的二手奢侈品公司主要的經(jīng)營理念和營銷模式,以及公司所面臨的市場(chǎng)機(jī)遇與挑戰(zhàn),根據(jù)市場(chǎng)營銷管理的理論,為該公司選擇適合的經(jīng)營理念,目標(biāo)顧客及營銷模式,并進(jìn)一步對(duì)公司的營銷策略實(shí)施保障進(jìn)行了闡述,使得企業(yè)未來的發(fā)展能夠在制度的框架下不斷壯大,良性循環(huán)。在國家提倡循環(huán)經(jīng)濟(jì)、節(jié)約經(jīng)濟(jì)的大背景和國人對(duì)奢侈品需求空前高漲的趨勢(shì)下,本文著眼于中國二手奢侈品企業(yè),并對(duì)其特定市場(chǎng)的營銷策略進(jìn)行具體的分析研究。希望本研究能對(duì)奢典(上海)二手奢侈品公司自身市場(chǎng)營銷策略完善有一定的參考,以及對(duì)同類型企業(yè)市場(chǎng)的開拓具有一定借鑒意義。
[Abstract]:At present, sales of luxury goods in China's domestic market have surpassed those in Japan, making China the world's largest consumer market for luxury goods, according to relevant data. In addition, if Chinese consumers buy in overseas markets, nearly half of the luxury goods in the global luxury market are purchased by Chinese consumers, and luxury goods have become a symbol of status and status in China. As a result, we can see the huge demand of Chinese consumers for luxury goods. But some of the phenomena in the Chinese luxury market deserve our special attention, that is, although our national income has increased considerably in a short period of time, the elite group with the ability to consume luxury goods directly is, after all, only a small part of it. Most of the rest of the consumer is still deterred from luxury goods because of their high prices, and how best to attract consumers who are interested in luxury goods but have limited spending power. China's luxury industry needs to focus on the issue. By analyzing the more mature luxury goods market in the West, we find that the lower-priced second-hand luxury goods can meet the needs of these groups of consumers compared to the higher-priced first-hand luxury goods. We can also confirm this from the booming overseas purchasing business, and the phenomenon of high-imitation luxury goods. With the increasing popularity of luxury goods consumption in China, the second-hand luxury goods market also has great potential. At present, there are many second-hand luxury goods stores in first-tier cities such as Beijing and Shanghai, and some second-hand luxury goods stores in Japan, Hong Kong and western countries have begun to try to enter the Chinese market. However, the entire second-hand luxury goods industry in China or just started, has not formed a certain scale, no relevant industry norms. Many small luxury stores do not have professional marketing planning, strategic positioning, just according to the shopkeeper's vision and casual, so the performance is not good, or even difficult to maintain. Luxury (Shanghai) second-hand luxury goods company is a company specializing in second-hand luxury goods-related business. It operates in a free chain mode, each subordinate branch is an independent operator, its ownership relationship remains unchanged, it enjoys a common brand, signs contracts with its head office on procurement, promotion, publicity and other contracts, and signs legal business commitments. Carry out the experience activities according to the contract to simplify, standardize, specialize, enhance the management strength of each branch, and realize three aspects of benefit optimization. Starting from the industry of the second-hand luxury goods company in Shanghai, this paper analyzes the main business ideas and marketing modes of the second-hand luxury goods companies in the current market, as well as the market opportunities and challenges faced by the company. According to the theory of marketing management, this paper chooses the suitable management idea, target customer and marketing mode for the company, and further expounds the guarantee of the company's marketing strategy implementation. So that the future development of enterprises can continue to grow in the framework of the system, a virtuous circle. Under the background of promoting circular economy and economizing economy and the unprecedented demand for luxury goods, this paper focuses on the second-hand luxury goods enterprises in China, and makes a specific analysis on the marketing strategies of their specific markets. I hope this study can be used as a reference to improve the marketing strategy of second-hand luxury goods companies in Shanghai, as well as to the development of the same type of enterprise market.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F721.7

【相似文獻(xiàn)】

相關(guān)期刊論文 前10條

1 ;奢侈品市場(chǎng)預(yù)測(cè)[J];商學(xué)院;2005年06期

2 ;我國名牌奢侈品防偽市場(chǎng)尚待開發(fā)[J];中國防偽;2005年02期

3 魏雅華;;奢侈品風(fēng)暴——缺少了奢侈品的市場(chǎng)是有缺陷的市場(chǎng)[J];經(jīng)紀(jì)人;2006年01期

4 趙平;;向奢侈品學(xué)管理[J];財(cái)富智慧;2006年03期

5 黃慧;;亞馬遜進(jìn)軍奢侈品市場(chǎng)[J];英才;2006年04期

6 ;奢侈品二手店顯商機(jī)[J];商業(yè)文化;2006年19期

7 小薔薇;;坊間聲音1：中國何時(shí)出現(xiàn)奢侈品品牌?[J];現(xiàn)代營銷(學(xué)苑版);2006年07期

8 海喻;;奢侈品“亂”了誰的方寸?[J];現(xiàn)代營銷(學(xué)苑版);2006年07期

9 范亮;;奢侈品品牌的中國營銷攻略[J];中外管理;2006年03期

10 林昭憲;;藝術(shù)與商品:奢侈品的兩張面孔[J];21世紀(jì)商業(yè)評(píng)論;2007年02期

相關(guān)會(huì)議論文 前2條

1 郭晶;;培育我國本土奢侈品品牌的營銷對(duì)策[A];中國高等院校市場(chǎng)學(xué)研究會(huì)2009年年會(huì)論文集[C];2009年

2 周穎;呂巍;侯建榮;;80后群體奢侈品購買動(dòng)機(jī)的實(shí)證研究[A];第十一屆中國管理科學(xué)學(xué)術(shù)年會(huì)論文集[C];2009年

相關(guān)重要報(bào)紙文章 前10條

1 韓啟航;誰在消費(fèi)服裝奢侈品？[N];中國紡織報(bào);2004年

2 趙穎;奢侈品時(shí)代，，你--準(zhǔn)備好了嗎？[N];中國紡織報(bào);2005年

3 早報(bào)記者 董娟;奢侈品，國人只會(huì)消費(fèi)還不會(huì)做[N];東方早報(bào);2005年

4 本報(bào)記者 陳雪頻;奢侈品品牌的“中國制造”懸念[N];第一財(cái)經(jīng)日?qǐng)?bào);2004年

5 張穎;中國年輕人“透支”奢侈品[N];河北經(jīng)濟(jì)日?qǐng)?bào);2005年

6 李克;尋找中國的奢侈品品牌[N];經(jīng)濟(jì)觀察報(bào);2004年

7 本報(bào)記者 王晉;奢侈品：市場(chǎng)空間拉升消費(fèi)曲線[N];經(jīng)濟(jì)日?qǐng)?bào);2005年

8 ;向新奢侈品品牌轉(zhuǎn)型[N];中國黃金報(bào);2003年

9 于清教;奢侈品營銷不走尋常路[N];海峽財(cái)經(jīng)導(dǎo)報(bào);2006年

10 編譯　譚平;奢侈品營銷委香港開分會(huì)[N];民營經(jīng)濟(jì)報(bào);2006年

相關(guān)博士學(xué)位論文 前3條

1 郭Y蹙

本文編號(hào)：2434658