联系我们

论文查询结果	返回搜索

论文编号：	4135
作者编号：	2220100596
上传时间：	2012/6/4 9:44:26
中文题目：	中国市场奢侈品营销项目管理研究——以某豪华汽车品牌营销项目管理为例
英文题目：	Study on Luxury Goods Project Management in Chinese Market-Based on Project Management of a Luxury Automobile brand
指导老师：	韩德昌
中文关键字：	中国市场、奢侈品、营销项目、项目管理
英文关键字：	Chinese Market, Luxury Goods, Marketing Project, Project Management
中文摘要：	自古以来中国便是中央集权的社会体制，社会阶层划分明显。上层社会生活富足，衣食住行是处在社会中下层所远不能及的。中国在建国初期，国家和人民都不富裕。改革开放政策实施以来，中国经济的增长振奋人心，同时一部分人借助改革浪潮富裕起来。无论是从欣赏的角度；还是提升生活品质；又或是体现自身的社会地位，他们开始更多的消费奢侈品，甚至引领了中国奢侈品消费的发展。短短20多年的发展，已使中国奢侈品消费位居世界前列。可是，中国的奢侈品消费依然处于盲目的阶段，市场的划分尚不明确，奢侈品营销尚属起步阶段。本研究将以具有代表性的某奢侈品豪华汽车品牌为例，针对品牌的营销策略，以项目管理的理论为指导，对该营销项目的计划制定和实施过程进行分析和阐述。论文指出传统的奢侈品营销的不足，以及组织结构对其发展的制约，并提出基于项目管理优化的项目团队对于奢侈品营销的优势。通过项目管理的市场营销运作，可以更好地对时间、成本、风险等因素加以控制，有效地整合团队及其他组织的资源，在营销项目实施过程中对过程加以跟踪评估，以确保、甚至超越组织的营销目标的实现，满足项目业主的利益需求。论文首先在绪论的章节里，说明了研究的背景及意义，研究的内容和框架，以及推动研究的方法。第二章对相关理论进行了回顾总结，为论文研究提供理论依据。第三章对中国奢侈品市场的形成、发展、特点及奢侈品消费主体进行了分析与归纳，并推导出中国奢侈品营销项目的独特性。第四章通过对中国奢侈品市场与传统奢侈品市场的差异的对比、消费者层面对比作为中国市场奢侈品营销项目计划制定的依据。通过某豪华汽车品牌营销项目的案例，对本文提出的项目导向型奢侈品营销，在实践中的可行性与有效性研究进行求证。在第五章提出，中国奢侈品营销项目实施的保障机制与控制方法。最后分析论文研究的不足以及未来研究的方向和重点。
英文摘要：	Since ancient times, China has been run in a centralized fashion, within which social class has always been clearly defined. Luxury goods were a symbol of high class and unknown to the significantly less affluent middle- and lower-classes. After the founding of the People’s Republic of China, luxury goods went noticeably absent as both people and country experienced a period of great impoverishment. Since the implementation of Reform and Opening Policy, wave after wave of Chinese citizens have become reacquainted with wealth and the riches that accompany it. As the wealth of Chinese citizens increases, so do their possessions. Whether it to enhance the quality of life or the social status，the consumption of luxury goods has skyrocketed at a pace to match China’s breathtaking economic development over the past 20 years. This rapid development has placed China atop the list of countries that consume luxury goods, but has also led to the formation of an unclear picture of how luxury goods will continue to develop in China. This study will leverage data extracted vis-a-vis- the luxury car market in China to form insights into luxury good marketing strategies, project management theory, planning and implementation of marketing programs in China. The paper identifies deficiencies within traditional luxury marketing plans and also the developmental constraints placed on luxury goods marketing, while also offering insights into processes that will optimize the effectiveness for managing luxury marketing. Through proper project management and marketing operations, costs, risks and other factors can be controlled, in turn enabling organizations to meet the goals of a given project and satisfy the interests of those involved. Chapter I will provide the background, significance and framework of the study. Chapter II will lay out relevant theory that forms the theoretical basis for the thesis. Chapter III will focus on the formation of the luxury goods market in China: its development, characteristics, and the consumers within the industry themselves. Chapter IV will illustrate the unique nature of the luxury goods market in China, as compared with traditional tendencies belonging to established luxury goods markets. Within this chapter will be special focuses on certain luxury brands in China that will help illustrate successful luxury marketing, and issues surrounding feasibility and credibility vis-a-vis market research methods in China. Finally Chapter V will address topics on protection mechanisms and methods of control affiliated with the marketing of luxury goods in China, as well as the deficiencies of the thesis and future research priorities and directions.
查看全文：	预览  下载(下载需要进行登录)