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论文编号：	3449
作者编号：	2120082596
上传时间：	2011/6/13 11:19:05
中文题目：	奢侈品品牌的顾客管理研究-以路易威登为例
英文题目：	Customer Management of Luxury Brands
指导老师：	许晖
中文关键字：	奢侈品 顾客管理 顾客价值 顾客满意 顾客忠诚
英文关键字：	Luxury goods, Customer management, Customer value, Customer satisfaction, Customer loyalty
中文摘要：	奢侈品品牌诞生于一百多年前的欧洲。鼎鼎大名的国际奢侈品品牌路易威登﹑卡地亚﹑爱马仕等大致创建于此。它们大都具有贵族的血统，象征着至高无上的权威和极度的奢华，成为传统奢侈品的代表。二次世界大战打破了欧洲奢侈品品牌和消费市场一统天下的格局，美国经济的迅速发展创造了众多的新奢侈品品牌，奢侈品的消费市场也由欧洲扩张到了美国和日本。近些年来，随着中国经济的崛起，中国市场成为全球各大奢侈品品牌竞相角逐的焦点。中国目前已是世界第二大奢侈品消费国。安永会计师事务所预测：中国在2015年将赶超日本，成为世界第一大奢侈品消费国。 在奢侈品行业中，80%的利润来自于20%的顾客，顾客就是最大的财富。奢侈品企业服务于高端市场，顾客的要求高，所以顾客管理尤为重要。本文回顾了奢侈品相关研究，分析了奢侈品发展的阶段性并预测了奢侈品的发展趋势；利用顾客让渡价值理论﹑顾客满意理论和顾客忠诚理论，并结合众多奢侈品品牌的经典案例，分析了奢侈品品牌的顾客总价值因素和顾客总成本因素﹑奢侈品品牌顾客满意的重要意义﹑顾客价值和顾客满意之间的关系﹑奢侈品品牌顾客忠诚的衡量指标和类型﹑奢侈品品牌顾客满意和顾客忠诚的关系。最后本文以国际知名奢侈品品牌路易威登为研究对象，详尽介绍了该品牌的概况与发展演变。并对路易威登的顾客类型和顾客价值﹑顾客满意度管理和顾客忠诚度管理进行了深入地分析。 在此基础上，本文提出了通过创造卓越的顾客价值﹑提高顾客满意层级来培养顾客忠诚的途径与方法。为奢侈品企业真正实现“以顾客为导向”，实现顾客的价值，提高企业核心竞争力，实现顾客与企业双赢提供了一些参考。同时也为改变中国拥有奢侈品却没有本土奢侈品品牌，中国拥有巨大的奢侈品消费市场却没有奢侈品制造能力的现状，提供了一些宝贵的经验。
英文摘要：	Luxury brands were born in a hundred years ago in Europe. The famous international luxury brands Louis Vuitton, Cartier, Hermes had been created there. They mostly have aristocratic lineage, a symbol of supreme authority and extreme luxury, as the representative of traditional luxury. World War II broke the world domination of European luxury brands and consumer market pattern, the U.S. economy's rapid development had created many new luxury brands, luxury goods consumer market expanded from Europe to the United States and Japan. In recent years, with the economic rise of China, the Chinese market has become the world's leading luxury brands competing for the focus of contention. China is already the world's second largest consumer of luxury goods. Ernst & Young prediction: China will overtake Japan in 2015, becoming the world's largest consumer of luxury goods. In the luxury goods industry, 80% of the profits from 20% of the customers, the customer is the greatest wealth. Luxury goods companies are serving the high-end market, demanding customers, so customer management is particularly important. This paper reviews the luxury-related research, analyses the luxury development stage and predicts the development trend of luxury goods; using customer delivered value theory, customer satisfaction and customer loyalty theory, combined with classic cases of many luxury brands, analyses the factors of total value and total cost of the luxury brand's customer, the importance of customer satisfaction of luxury brands, the relationship of customer value and customer satisfaction, the types of customer loyalty, the relationship of customer satisfaction and customer Loyalty of luxury brands. Finally, the paper takes the famous internationally luxury brand Louis Vuitton as the example, detailed describes of the development background of the brand and profile, analyses Louis Vuitton's customer value, customer satisfaction management and customer loyalty management in-depth. On this basis, the paper proposes to create superior customer value through improved customer satisfaction levels to develop ways and means of customer loyalty. The paper provides some reference for the luxury goods companies to realize the "customer oriented", achieve customer value, improve their core competitiveness and achieve win-win situation between customers and companies. China has the luxury goods without local luxury brands, China has a huge consumer market of luxury goods but not the status of luxury goods manufacturing capacity, this paper provides some valuable experience for the future chinese luxury brands .
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