联系我们

论文查询结果	返回搜索

论文编号：	15109
作者编号：	2320223858
上传时间：	2024/12/10 14:33:40
中文题目：	C奢侈品牌营销策略研究
英文题目：	Research on Marketing Tactics of C Luxury Brand
指导老师：	任星耀
中文关键字：	奢侈品；中国市场；营销组合策略
英文关键字：	Luxury goods;Chinese market;Marketing mix tactics
中文摘要：	中国内地消费者在全球奢侈品市场中扮演着越来越重要的角色，2023年中国内地消费者的全球奢侈品消费占比达到22%至24%，这一数据不仅体现了中国消费者对奢侈品需求的增长，也反映了其在全球奢侈品经济中的日益重要性。到2030年，中国有望成为全球最重要的奢侈品市场之一。届时，中国内地消费者的全球奢侈品消费比例预计将增加至35%至40%，这一趋势不仅标志着中国市场的快速增长，也预示着全球奢侈品行业重心的东移。 C奢侈品牌进军中国市场已有二十多年，一直都是国内消费者喜爱的低调奢华的品牌之一。不过从近一年的销售数据看出，C品牌的业绩呈现下滑趋势，反映出品牌的营销策略陷入了困境，忽略中国地区消费者特性而推行的营销策略已逐渐显出弊端。C品牌需要重新梳理其内外部环境，有针对性地在营销策略上做出改变，才能够重新调动资源和优势来提高自身竞争力，赢回市场份额。 综上，本文以C品牌为研究对象，对其在中国市场的营销策略做出相关讨论。文章对中国奢侈品的发展趋势以及行业竞争环境进行分析，结合自身现状，进行了更加深入的 SWOT 分析，发现了品牌在营销方面存在一些具体问题（例如产品缺乏竞争力、涨价频次不合理、渠道单一需要扩展、促销效果不理想、人员专业能力需提升、服务过程互动性不强、有形展示需创新）。继而进行精细化的市场细分，C品牌的营销定位是奢侈品领导品牌，目标客户主要为居住在一二线城市的，追求法式精致优雅生活方式，喜欢年轻化个性化产品的高净值Z世代人群。随着零售数字化发展，需要创新与完善数字化进程。根据定位，分析出高端化年轻化的产品策略，基于感知价值的定价策略，多元的组合渠道策略，线上线下相结合的促销策略，专业化人员策略，融入科技的服务过程策略以及数字化和多渠道的有形展示策略。最后为了保证营销策略的落地实施，提出了引领创新创造潮流，践行社会责任的文化保障，人才招聘、培训和发展的人力资源保障以及数据分析及安全技术和发展可视化技术的技术保障。本文的研究成果，在帮助C奢侈品牌改善其营销现状的同时，也可为同行提供一定的参考价值。
英文摘要：	Chinese consumers are playing an increasingly important role in the global luxury market. In 2023, their share of global luxury consumption reached 22% to 24%, reflecting not only the growing demand for luxury goods among Chinese consumers but also their increasing importance in the global luxury economy. By 2030, China is expected to become one of the most important luxury markets globally. At that time, the share of global luxury consumption by mainland Chinese consumers is projected to increase to 35% to 40%. This trend signifies not only the rapid growth of the Chinese market but also heralds the shift of the global luxury industry's center to the east. The C luxury brand has been present in the Chinese market for over two decades and has always been a favorite among domestic consumers for its understated luxury. However, recent sales data indicates a downward trend in C brand's performance, revealing that its marketing strategies are in trouble. The marketing strategies implemented without considering the characteristics of Chinese regional consumers are gradually showing their drawbacks. The C brand needs to re-examine its internal and external environment and make targeted changes to its marketing strategies to mobilize resources and advantages, enhancing its competitiveness and regaining market share. In summary, this thesis takes C brand as the research subject and discusses its marketing strategies in the Chinese market. It analyzes the development trends of luxury goods in China and the competitive environment of the industry, conducting a more in-depth SWOT analysis based on the current situation. It identifies specific issues in marketing (such as lack of product competitiveness, unreasonable pricing frequency, the need to expand single channels, unsatisfactory promotional effects, the need to enhance professional capabilities of personnel, weak interaction in service processes, and the need for innovative physical displays). Subsequently, through refined market segmentation, it positions the C brand as a leading luxury brand targeting high-net-worth Generation Z individuals living in first- and second-tier cities who pursue a French-style elegant lifestyle and prefer youthful and personalized products. With the development of retail digitalization, there is a need to innovate and improve the digital process. Based on the positioning, it analyzes strategies such as upscale and youthful product strategies, value-based pricing strategies, multi-channel strategies, integrated online and offline promotional strategies, professional personnel strategies, technology-integrated service process strategies, and digital and multi-channel physical display strategies. Finally, to ensure the implementation of these marketing strategies, it proposes cultural guarantees to lead innovation and create trends, human resource guarantees for talent recruitment, training, and development, as well as technical guarantees for data analysis, security technology, and the development of visualization technology. The research findings of this thesis not only help improve the current marketing situation of the C luxury brand but also provide valuable references for peers in the industry.
查看全文：	预览  下载(下载需要进行登录)