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论文编号：	14528
作者编号：	2320213595
上传时间：	2024/6/1 10:27:44
中文题目：	路易威登品牌专卖店在中国市场的营销策略优化研究
英文题目：	Research on The Marketing Strategy of “Louis Vuitton” Retail Stores in China Market
指导老师：	张永强
中文关键字：	奢侈品营销；路易威登；品牌专卖店；中国市场；营销策略
英文关键字：	Luxury Marketing；Louis Vuitton；Retail Store；China Market；Marketing Strategy
中文摘要：	奢侈品行业在中国市场蓬勃发展的同时，新冠疫情对全球奢侈品市场造成了巨大的冲击，对品牌营销策略也产生了深远影响。随着新冠疫情的结束，中国经济复苏的势头日益强劲，中国消费者在奢侈品上再次展现了惊人的消费能力，巨大的潜在消费市场，吸引了众多奢侈品牌纷纷加码抢夺中国市场。 本研究旨在结合作者的工作实际，深入探讨路易威登品牌专卖店在中国市场的营销策略，并结合三年疫情后的市场情况，阐述营销策略优化构想。论文以现代营销理论为指导，以路易威登专卖店为研究案例，揭示路易威登在中国市场的品牌定位、产品策略、促销与传播策略、渠道分销策略等方面的实践，剖析营销策略存在的问题，结合营销环境的新特征，提出调整和创新构想。 新冠疫情结束后，路易威登品牌专卖店在中国市场强调高端奢华和独特品牌形象的定位，致力于满足中国消费者对奢侈品的需求。加大了线下渠道的投入，并通过线下区域型以及全国级别的展览等创新形式与消费者互动，以适应消费者需求的增长。此外，还注重传递品牌价值观，积极参与公益活动，与中国文化和消费者习惯相结合，赢得了消费者的信任和支持。 然而，市场竞争加剧和消费者购买力下降等挑战仍然存在。为了应对这些挑战，本研究提出：路易威登应加强线上线下整合营销，通过多渠道的互动和体验，提供一致且优质的购物体验。路易威登品牌还应注重产品的功能性和可持续性，满足消费者对质量、创新和环保的追求。此外，路易威登品牌还应加强数字化转型，利用先进技术和数据分析来更好地了解消费者需求，并提供个性化的产品和服务。 本文的创新点在于，系统梳理路易威登品牌专卖店在中国市场的营销策略及其存在的问题，并结合疫情后市场情况进行详细分析，提供了颇有实际应用价值的对策建议。希望研究成果对奢侈品品牌在中国市场的营销实践有所裨益。
英文摘要：	While the luxury goods industry is booming in the Chinese market, the COVID-19 epidemic has caused a huge impact on the global luxury market, and has also had a profound impact on brand marketing strategies. With the end of the novel coronavirus epidemic and the growing momentum of China's economic recovery, Chinese consumers have once again demonstrated their amazing spending power on luxury goods, and the huge potential consumer market has attracted many luxury brands to increase their weight to seize the Chinese market. The purpose of this study is to discuss the marketing strategy of Louis Vuitton brand stores in the Chinese market in combination with the actual work of the author, and elaborate the optimization concept of marketing strategy in combination with the market situation after the epidemic of three years. Guided by modern marketing theories and taking Louis Vuitton resale Store as a case study, this paper aims to reveal the practice of Louis Vuitton's brand positioning, product strategy, promotion and communication strategy, channel distribution strategy and other aspects in the Chinese market, analyze the existing problems in marketing strategy, and put forward adjustment and innovation combined with the new characteristics of the marketing environment. The study found that Louis Vuitton brand stores emphasize the positioning of high-end luxury and unique brand image in the Chinese market, and are committed to meeting the needs of Chinese consumers for luxury goods. In the three years after the epidemic, the investment in offline channels has been increased, and innovative forms such as offline regional and national exhibitions have been used to interact with consumers to adapt to the growth of consumer demand. In addition, it also pays attention to the transmission of brand values, actively participates in public welfare activities, and combines with Chinese culture and consumer habits to win the trust and support of consumers. However, challenges such as increased market competition and declining consumer purchasing power remain. To address these challenges, this study makes some recommendations: First, Louis Vuitton should strengthen online and offline integrated marketing to provide a consistent and high-quality shopping experience through multi-channel interaction and experience. Secondly, brands should focus on the functionality and sustainability of products to meet consumers' pursuit of quality, innovation and environmental protection. In addition, brands should also strengthen their digital transformation, leveraging advanced technology and data analytics to better understand consumer needs and provide personalized products and services. The innovation point of this paper is that it systematically combs the marketing strategy and existing problems of Louis Vuitton brand stores in the Chinese market, and makes a detailed analysis of the market situation after the epidemic, providing countermeasures and suggestions with practical application value. This is of great reference significance for the research and practice of luxury brands' marketing strategies in the Chinese market.
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