中国时尚奢侈品市场的品牌管理

论文摘要

中国的奢侈品市场近年来发展迅速,预计在不久的将来它将成为世界上最大的奢侈品市场。服装和饰品是奢侈品市场发展中重要的推动因素之一。由于奢侈品在中国的高增长潜力,许多外国公司已进入了中国市场,有些则正在进入中。中国奢侈品市场是个还在起步却竞争激烈的市场,以及在与西方市场相比之下,拥有着顾客对于品牌的意识和忠诚度较低的特点。因此,为了成功的吸引中国的时装消费者,奢侈品公司正面临着了解中国市场和应用适当的行销策略的挑战。本文首先分析在中国的时尚奢侈品市场,确定客广族群分布以及调查其消费行为。为了在新市场提高品牌知名度,客户群的分割是极其重要的,它锁定了作为目标的消费者族群,更奠定了营销策略的基础。本文随后结合了品牌管理的理论框架与在中国时尚奢侈品市场的现况,确认了为了在中国市场提高品牌知名度,发展营销策略的重要性。因此,本文能帮助在中国的时尚奢侈品公司了解消费者,以及如何经营管理一个成功的品牌。本文藉由一个实例来说明路易威登如何成功地进入中国时装奢侈品市场,并成为在中国最成功的一个奢侈品品牌。

论文目录

• Table of Figures
• Abstract Chinese
• Abstract English
• 1 Introduction
• 2 Luxury Fashion
• 2.1 Definition of Luxury Goods
• 2.2 Definition of Luxury Fashion
• 3 Luxury Fashion Market in China
• 3.1 Market Analysis
• 3.1.1 Market Size
• 3.1.2 Market structure
• 3.1.3 Market Characteristics
• 3.1.4 Challenges
• 3.2 Luxury Fashion Consumer Segmentation
• 3.2.1 Geographical Segmentation
• 3.2.2 Demographic Segmentation
• 3.2.3 Conclusion
• 3.3 Luxury Consumer Behaviour
• 4 Brand Management in the Luxury Fashion Market
• 4.1 Brand Concept
• 4.1.1 Brand Positioning
• 4.1.2 Brand Marketing Programs
• 4.1.3 Brand Performance
• 4.1.4 Growing and Sustaining Brand Equity
• 4.2 Luxury Fashion Branding
• 4.2.1 Definition and Characteristics of a Luxury Fashion Brand
• 4.2.2 Importance and Functions of Luxury Fashion Branding
• 4.3 Conclusion of Brand Management
• 5 Implications for Luxury Fashion Brand Marketing in China
• 5.1 Product
• 5.2 Pricing
• 5.3 Distribution
• 5.3.1 Expansion Strategy
• 5.3.2 Retail Strategy
• 5.4 Communication
• 5.4.1 Advertising
• 5.4.2 Celebrity Branding
• 5.4.3 Event Marketing and Sponsorship
• 5.4.4 Special Events by Luxury Fashion Brands
• 6 Mini-Case study:Success Factors of Louis Vuitton's Brand Management in China
• 7 Conclusion
• References
• Appendices