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论文编号：	1231
作者编号：	2120072316
上传时间：	2009/6/12 1:13:02
中文题目：	我国奢侈品市场营销策略研究
英文题目：	Marketing Strategy of China''s
指导老师：	张永强
中文关键字：	奢侈品 中国奢侈品市场 营销组合
英文关键字：	luxury goods China''s luxury
中文摘要：	近年来，我国经济高速发展，成为了全世界的亮点。众多外国奢侈品厂商被我国的市场所吸引，纷纷进入中国。目前奢侈品消费已经成为我国拉动内需的一股重要力量，我国已经成为世界第三大奢侈品消费国，而且市场空间非常大。中国奢侈品市场的飞速发展，迫切需要我们加强对奢侈品及其相关问题的关注和研究。然而长期以来，由于多种原因，奢侈品在我国还是一个新事物，与成熟的西方奢侈品市场相比，我国奢侈品消费市场有其独特性。因此，系统地研究我国奢侈品市场的现状及特点，分析我国奢侈品市场存在的问题，对于指导奢侈品企业的营销活动具有重要的实际意义，同时对帮助我国本土企业培育和发展本土奢侈品牌，也有着重要和紧迫的现实意义。 论文基于营销组合理论的视角，对中国奢侈品市场的营销策略进行了深入的分析，并针对中国奢侈品市场存在的问题提出了建设性的建议。 论文的第一部分在系统参阅研究了中西方奢侈品研究体系的诸多著作的基础上，初步整理出一个奢侈品的理论框架，从经济、社会等角度介绍了奢侈品的定义并概括了奢侈品的特征和分类。论文的第二部分从经济、社会人文、消费者心理等方面分析了我国奢侈品营销的市场环境及发展趋势，第三部分在介绍了发达国家奢侈品市场状况的基础上，分析了发达国家奢侈品营销经验对我国市场的借鉴。第四部分基于营销组合理论的视角探讨了中国奢侈品市场的营销策略，并针对中国奢侈品市场存在的问题提出建议，为国内外奢侈品企业在我国市场的营销策略提供理论依据。 本论文的创新点在于，从理论与实际相结合的角度，运用案例分析法，对国外诸多奢侈品品牌的营销策略进行研究，并结合实际，对著名奢侈品品牌在中国市场的营销策略进行分析，并提出中国本土奢侈品品牌开展有效营销活动的对策和建议。
英文摘要：	In recent years, China's rapid economic development, has become the bright spot in the world. Large number of foreign luxury goods manufacturers have been attracted to China's market, have entered China. The current consumption of luxury goods has become an important driving force of domestic demand, China has become the world's third largest consumer of luxury goods, and very large market space. China's luxury goods market, the rapid development of the urgent need to strengthen our luxury and related issues of concern and research. However, a long time, due to a variety of reasons, a luxury in China is still a new thing, with the mature markets of Western luxury goods, luxury goods consumer market in China is unique. Therefore, a systematic study of the status quo of China's luxury market and features, analysis of China's luxury market problems, for the guidance of luxury marketing activities of enterprises of great practical importance, at the same time China's local enterprises to help nurture and develop local luxury brands, also have important practical significance and urgency. Thesis marketing mix based on the theory of perspective, the Chinese luxury goods market, marketing strategies carried out in-depth analysis, and for the existence of the Chinese luxury goods market has made constructive suggestions. Papers refer to the first part of the system studied in the West a number of luxury goods research system works on the basis of a preliminary straighten out the theoretical framework of luxury, from the economic, social and other aspects of the definition of luxury goods and luxury items summarized characteristics and classification. Papers from the second part of the economic, social and human, analysis of consumer psychology in China's luxury goods market, marketing environment and development trends, the third part introduces the developed countries in the luxury goods market, based on the analysis of the developed countries, luxury goods marketing experience from the market. The fourth part of the marketing mix based on the Theory of the Chinese luxury goods market, marketing strategy, and against the existence of the Chinese luxury goods market to make recommendations for domestic and international luxury business and provide a theoretical basis for marketing strategy. In this paper, the innovation lies in the fact that from a combination of theoretical and practical point of view, the use of case analysis, a number of foreign luxury brand marketing strategy research, combined with practical, well-known luxury brands on the market in China, an analysis of marketing strategy and to make China's domestic luxury brand marketing activities for effective countermeasures and suggestions.
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