联系我们

论文查询结果	返回搜索

论文编号：	10551
作者编号：	2120162881
上传时间：	2018/12/6 21:43:23
中文题目：	普拉达集团中国大陆市场营销策略研究
英文题目：	The Research of Marketing Strategy of Prada Group in China Mainland
指导老师：	李建新
中文关键字：	普拉达集团；奢侈品；品牌；市场定位；市场营销
英文关键字：	Prada Group；Luxury Goods；Brand；Market Position；Market Strategy
中文摘要：	奢侈品的起源能够追溯到人类刚诞生的时候，通常的奢侈品意味着不必需、价格高昂、带有享乐性的物品或体验，为皇宫贵族和有钱人所有。近年来，随着中国大陆经济的迅猛发展，城镇居民的可支配收入有了显著增加，人们对高端消费品和服务的认知、购买和消费行为与日俱增，吸引了全球奢侈品品牌的目光。在巨大的奢侈品消费需求的刺激下，奢侈品品牌在中国大陆的业绩格外抢眼，奢侈品营销成了一个令人关注的话题。普拉达创立于1913年意大利的伊曼纽尔二世长廊，经过一百多年的发展，从一家意大利家族企业摇身变成世界知名的奢侈品集团。2017年普拉达集团在中国内地的销售额达6.459亿欧元。根据德勤发布的2017年全球奢侈品百强排行榜，普拉达集团位列第17位。普拉达集团1998年进入中国大陆，采取以直营模式为主的商业模式，钻心研究中国市场，根据中国消费者的喜好调整市场营销策略，不断拓展中国的市场。当前中国的奢侈品聚集了爱马仕、路易威登、迪奥、阿玛尼、香奈儿、古驰、杰尼亚、巴宝莉等全世界最知名的奢侈品品牌，普拉达集团在中国竞争力、盈利能力和可持续发展都受到很大冲击。本论文介绍了普拉达集团在中国大陆的市场定位，市场营销现状和问题，以及市场营销的战略设计，总结了普拉达集团为支持市场营销战略所实施的产品策略、价格策略、渠道策略、促销策略和服务策略，在此基础上探讨了普拉达集团为实施市场营销策略所采取的保障措施。
英文摘要：	Luxury goods can date back to the beginning of human birth, the usual luxury goods mean unnecessary, expensive, enjoying goods or experiences, which are owned by the royal aristocrats and wealthy people. In recent years, with the rapid development of the China Mainland’s economy, the disposable income of residents has increased significantly. People's awareness, purchase and consumption of high-end consumer goods and services have increased day by day, attracting the attention of global luxury goods brands. Luxury marketing has become a topic of concern in a country where the performance of luxury brands has been particularly strong, fuelled by huge demand for luxury goods. Prada was founded in 1913 in Italy's Emanuel II promenade. After more than a hundred years of development, an Italian family company has become a world-renowned luxury goods group. In 2017, Prada Group's sales in mainland China reached 645.9 million euros. According to Deloitte's 2017 ranking of the world's top 100 luxury goods, Prada Group ranked 17th. The Prada Group entered China in 1998 and adopted a business model based on the direct business model. It is focused on studying the Chinese market, adjusting marketing strategies according to Chinese consumers 'preferences, and continuously expanding the Chinese market. At present, Chinese luxury goods have gathered the most famous luxury brands in the world such as Hermes, Louis Vuitton, Dior, Armani, Chanel, Gucci, Zegna and Burberry. The Prada Group's competitiveness, profitability and sustainable development in China have been greatly affected. This thesis introduces the current market positioning, marketing situation of Prada Group in China mainland, analyzes the marketing environment in China mainland, and the marketing strategy design of Prada Group in China mainland. The product strategy, price strategy, channel strategy, promotion strategy and service strategy are summarized to support the marketing strategy. On this basis, the safeguard measures adopted by Prada Group to implement the marketing strategy are discussed.
查看全文：	预览  下载(下载需要进行登录)