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论文编号：	10686
作者编号：	2120163046
上传时间：	2018/12/8 16:46:44
中文题目：	GIADA 奢侈品品牌管理研究
英文题目：	Study on luxury brand management of GIADA
指导老师：	于斌
中文关键字：	奢侈品；GIADA；品牌管理；品牌定位
英文关键字：	luxury brand；GIADA；Brand Operations；Brand Positioning
中文摘要：	随着中国经济的不断发展,人们物质生活在不断的改善的时候,更多的人追求身份地位的象征,奢侈品消费的狂潮就引进到中国。奢侈品起源于欧洲,但全球整个奢侈品消费的最大份额比重在中国,中国已经成为奢侈品消费的大国。但中国的奢侈品牌或是中国人运营的奢侈品品牌并不是很成功,对于中国的市场而言,国内的奢侈品市场基本是空白状态,这是一个需求和供给并不是平衡的状态。 宏珏高级时装股份有限公司是一个奢侈品运营管理公司,有着30年的奢侈品管理运营经验,并在品牌创立之初就取得了不俗的成绩,特别是在2017年整个奢侈品行业都是低迷的状态下,宏珏旗下最大且目前最成功的品牌GIADA能够逆势而上,以30%的全年业绩同比增长受到行业内关注。本文是以意大利一线的奢侈品牌女装GIADA为例,本文在对国内外学术界关于奢侈品品牌管理的理论基础进行大量分析的基础上,从理论和实践两个方面研究了国外奢侈品品牌管理的特点。根据品牌战略管理体系的原理和方法,针对GIADA奢侈品品牌管理中可能存在的问题,对其奢侈品品牌管理进行了深入的研究和探讨。对策包括以下几个方面: 本文首先论述了奢侈品和奢侈品品牌的定义、构成要素和分类特征,同时通过大范围的数据调研,整理了国内外奢侈品的研究现状文献,提出了奢侈品品牌的主要理论。品牌价值理论、品牌定位理论、品牌识别理论,是中国品牌经营管理的重要组成部分。以及品牌运营管理理论,希望能为中国奢侈品品牌的塑造提供指导和帮助。 其次,详细地分析了奢侈品市场的发展特点、我国奢侈品产业的特点和现状,提出了我国奢侈品产业发展的特征。第一,奢侈品消费市场主要存在于当前年轻的中产阶级和新富阶层;第二,普通奢侈品消费逐渐形成。第三,中国奢侈品消费是赠送礼品的一个重要方面。第四,在质量、品牌、营销等方面努力形成适合中国的奢侈品品牌建设方案。第三,重点介绍了GIADA品牌管理的现状。本文研究了GIADA品牌的经历、发展历程、概况和品牌管理的现状,分析了GIADA品牌定位、品牌定价、品牌消费管理和品牌渠道管理。 最后,通过GIADA奢侈品牌管理体系的战略转型,实现了奢侈品牌资本管理的协调配置,实现了有效的运行机制,重塑了GIADA的品牌形象,优化了GIADA品牌管理并提出了相应的对策。这将为中国奢侈品品牌的建设和推广提供重要的建议和方向。 关键词：奢侈品；GIADA；品牌管理；品牌定位
英文摘要：	With the continuous development of the Chinese economy, people's material life is constantly improving, and more people are pursuing the symbol of status. The frenzy of luxury goods consumption has been introduced into China. Luxury goods originated in Europe, but the largest share of global luxury consumption is in China, which has become a major consumer of luxury goods. But Chinese luxury brands, or those run by the Chinese, are not very successful. For the Chinese market, the domestic market for luxury goods is largely blank. This is a state of demand and supply that is not balanced. Redstone Co., Ltd. is a luxury goods operation management company with 30 years of experience in luxury management and has achieved impressive results from the beginning of the brand, especially in 2017. The luxury industry is in a downturn. Hongjue's largest and most successful brand, GIADA, has been able to resist the trend and has received attention from the industry with a year-on-year growth of 30 %. Hongsheng Group, as a luxury goods group company operated by the Chinese, has always adhered to its own culture and brand purpose in its continuous development. The brands it operates have always adhered to its brand personality. Under the condition of weak luxury goods atmosphere in China and erosion of foreign luxury goods brands, Develop a road that is suitable for your own group and brand development. This paper takes GIADA, a luxury brand on the Italian front line, as an example. Based on the extensive analysis of the research theory of luxury brand management at home and abroad, this paper studies the characteristics of foreign luxury brand management from the perspective of theory and practice. According to the principles and methods of building brand strategy management system, aiming at the existing brand management problems, in-depth study of luxury brand management countermeasures, including the following aspects: First of all, the definition and classification characteristics of luxurious luxury brands are expounded. At the same time, Through a large number of data research, the current domestic and foreign luxury market research status, as well as the formation of luxury brand and operation management theory. Including brand shaping theory, brand positioning theory, brand structure model theory and brand management theory, in order to help the development of Chinese brands. Secondly, it systematically analyzes the characteristics of the luxury goods market, as well as the characteristics and current development of the luxury goods industry in China, and puts forward the four major characteristics of the development of the luxury goods industry in China. The first is that the luxury consumer market mainly lies in the current young middle class; Second, the normal consumption of luxury goods gradually formed; Third, a big part of Chinese luxury consumption is gift giving. Fourth, from the quality, brand and marketing of all-round efforts to form suitable for China's luxury brand construction plan. Thirdly, it focuses on investigating the brand management of GIADA, studying the GIADA brand of its experience, and studying the development history and general situation of GIADA and its current management brand. This paper analyzes the existing problems of F Group luxury brand positioning, brand pricing, brand consumption management and brand channel management. Finally, through the reconstruction of the strategic management system of the GIADA luxury brand, the coordination and distribution management of luxury brand capital is realized, the efficient operation mechanism is realized, and the brand image of the company is reconstructed, and the optimization strategy of GIADA brand management is put forward. This will provide important suggestions for the construction and promotion of luxury brand in China. Key words: luxury brand；GIADA；Brand Operations；Brand Positioning
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