本文選題：奢侈品品牌　切入點(diǎn)：品牌效應(yīng)　出處：《南京大學(xué)》2014年碩士論文

【摘要】：近年來(lái),中國(guó)經(jīng)濟(jì)發(fā)展迅速,人民的生活水平和消費(fèi)水平有了顯著的提高,與此同時(shí),中國(guó)成為了全球奢侈品消費(fèi)規(guī)模最大和增長(zhǎng)最快的國(guó)家之一,據(jù)統(tǒng)計(jì),截止2013年底,中國(guó)已經(jīng)超越日本等國(guó)家成為全球第一大奢侈品消費(fèi)國(guó)。各大國(guó)際知名奢侈品品牌紛紛進(jìn)入中國(guó),試圖搶占中國(guó)奢侈品消費(fèi)市場(chǎng)這塊大蛋糕。然而,長(zhǎng)久以來(lái),盡管已經(jīng)在中國(guó)開(kāi)設(shè)了大量包括旗艦店在內(nèi)的品牌專賣店,這些國(guó)際奢侈品品牌一直面臨墻內(nèi)開(kāi)花墻外香的問(wèn)題,中國(guó)消費(fèi)者往往會(huì)舍近求遠(yuǎn),選擇到奢侈品品牌的原產(chǎn)地進(jìn)行購(gòu)買。同時(shí),中國(guó)本土的奢侈品產(chǎn)業(yè)也始終未能找準(zhǔn)自己的定位,沒(méi)能在中國(guó)奢侈品消費(fèi)市場(chǎng)中占據(jù)有利的地位。本文關(guān)注奢侈品品牌的國(guó)際市場(chǎng)營(yíng)銷問(wèn)題以及中國(guó)本土奢侈品產(chǎn)業(yè)發(fā)展情況,主要探討以下問(wèn)題：為什么各大奢侈品品牌所開(kāi)設(shè)的旗艦店會(huì)面臨“墻內(nèi)開(kāi)花墻外香”的局面?為什么中國(guó)消費(fèi)者會(huì)有如此之高的奢侈品購(gòu)買熱情?為什么來(lái)自包括中國(guó)在內(nèi)的世界各國(guó)的消費(fèi)者在本國(guó)已有奢侈品旗艦店的情況下,仍舍近求遠(yuǎn)來(lái)到奢侈品的原產(chǎn)地的旗艦店選購(gòu)奢侈品?中國(guó)的奢侈品行業(yè)應(yīng)當(dāng)如何展開(kāi)國(guó)際營(yíng)銷,打造屬于自己的奢侈品品牌?經(jīng)過(guò)市場(chǎng)調(diào)查和理論研究,本文認(rèn)為,國(guó)際奢侈品品牌的形成都經(jīng)歷了“從奢侈品到奢侈品品牌”和“從奢侈品品牌到品牌化”兩個(gè)過(guò)程,正是由于這兩個(gè)過(guò)程使得奢侈品品牌產(chǎn)生了品牌效應(yīng),在對(duì)消費(fèi)者選擇奢侈品購(gòu)買地時(shí)發(fā)揮了主導(dǎo)性的作用。在得出一般性結(jié)論后,本文進(jìn)一步將中國(guó)奢侈品消費(fèi)者群體分為四類,分別歸納出了群體特征,并由此發(fā)現(xiàn)了中國(guó)消費(fèi)者購(gòu)買奢侈品的三個(gè)動(dòng)機(jī),分別是可支配收入的增加、“面子”產(chǎn)生的心理動(dòng)機(jī)和奢侈品營(yíng)銷產(chǎn)生的催化作用,隨后總結(jié)出了原產(chǎn)地效應(yīng)在中國(guó)消費(fèi)者行為中的四個(gè)具體體現(xiàn)：價(jià)格因素、產(chǎn)品與購(gòu)物環(huán)境的多樣性、服務(wù)體驗(yàn)以及象征意義。最后,針對(duì)中國(guó)本土奢侈品產(chǎn)業(yè)的現(xiàn)狀,首先分析了中國(guó)發(fā)展本土奢侈品產(chǎn)業(yè)的必要性,然后從斷裂的中國(guó)奢華之風(fēng)、飄搖的高雅消費(fèi)群體、殘缺的奢侈品牌基因和太短的奢侈品牌歷史等四個(gè)角度來(lái)論證中國(guó)沒(méi)能產(chǎn)生本土奢侈品品牌的原因,最終根據(jù)上述分析,為中國(guó)打造本土奢侈品品牌、真正實(shí)現(xiàn)中國(guó)本土奢侈品產(chǎn)業(yè)的“中國(guó)夢(mèng)”提供了建設(shè)性的意見(jiàn)。
[Abstract]:In recent years, China's economy has developed rapidly, the people's living standards and consumption levels have improved significantly. At the same time, China has become one of the largest and fastest-growing countries in the world for luxury goods consumption. According to statistics, by the end of 2013,China has overtaken Japan and other countries to become the world's largest consumer of luxury goods.Major international luxury brands have entered China in an attempt to seize the Chinese luxury market.However, despite the large number of brand stores in China, including flagship stores, these international luxury brands have long been faced with the problem of blooming in the walls, and Chinese consumers are often eager to stay close to each other.Choose the country of origin of the luxury brand to purchase.At the same time, China's local luxury industry has never been able to find its own position, in China's luxury consumer market has not been able to occupy a favorable position.This paper focuses on the international marketing of luxury brands and the development of local luxury goods industry in China. It mainly discusses the following questions: why the flagship stores of major luxury brands are facing the situation of "blossoming inside the walls and fragrance outside the walls"?Why are Chinese consumers so enthusiastic about buying luxury goods?Why do consumers from all over the world, including China, choose to buy luxury goods when they already have flagship stores in their own countries?How should China's luxury goods industry launch international marketing to create its own luxury brand?Through market research and theoretical research, this paper holds that the formation of international luxury brands has experienced two processes: "from luxury to luxury brands" and "from luxury brands to brands".It is because of these two processes that luxury brands produce brand effects and play a leading role in choosing luxury purchase sites for consumers.After reaching a general conclusion, this paper further divides the Chinese luxury consumers into four categories, and concludes the characteristics of the groups, and finds out the three motivations of Chinese consumers to buy luxury goods, which are the increase of disposable income.The psychological motivation of "face" and the catalytic effect of luxury goods marketing are summed up, and four specific manifestations of origin effect in Chinese consumer behavior are summarized: price factors, variety of products and shopping environment.Service experience and symbolism.Finally, in view of the current situation of China's local luxury goods industry, this paper first analyzes the necessity of developing local luxury goods industry in China, and then, from the breaking of the Chinese luxury wind, the fluttering group of elegant consumers.The incomplete genes of luxury brands and the short history of luxury brands are four angles to demonstrate the reasons for China's failure to produce local luxury brands, and finally, according to the above analysis, to create local luxury brands for China.Chinese Dream, the real realization of China's local luxury goods industry, provides constructive advice.
【學(xué)位授予單位】：南京大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F126.1

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本文編號(hào)：1715373