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论文编号：	4147
作者编号：	2120095034
上传时间：	2012/6/4 13:08:05
中文题目：	“梵克雅宝”钟表珠宝在中国奢侈品市场营销对策研究
英文题目：	The Research on The Marketing Strategy of “Van Cleef & Arpels ”Watch AND Jewelry at China Luxury Market
指导老师：	柳茂平 教授
中文关键字：	中国奢侈品市场、奢侈品、营销对策、销售策略
英文关键字：	Luxury Product, Chinese Luxury Market, Marketing Strategy, Sales Strategy
中文摘要：	随着中国经济持续稳定增长，中国国民对生活质量有了更高的要求。改善生活品质，享受精致生活成为许多国人所追求的生活态度和理念。而象征着时尚和品位的国际奢侈品，也逐渐成为国人热衷购买的目标。以至于近年来奢侈品的需求对于中国消费者来说达到了一个前所未有的高度。据相关预测报告，10年后的中国将成为世界上最大的奢侈品消费市场，全球奢侈品产业的目光全都集中在这个巨大的奢侈品消费市场。尽管现在的中国市场投资环境并没有十分成熟而且存在着多方面挑战，然而全球的奢侈品企业仍希望在这个巨大市场上分得一杯羹，所以中国已然成为国际奢侈品开拓的一片新的战场。基于这种情况，本文结合了大量国内外知名奢侈品文献进行对比，并在此基础上介绍了奢侈品的含义,中国市场特点和现状以及未来发展。依据相关行业经验，对梵克雅宝在中国的国内外竞争对手进行分析，然后利用SWOT和4P等方法再对梵克雅宝自身进行分析，从顾客导向策略和销售策略选取适合本品牌的发展策略，确定本文基础营销策略，并据此营销策略制定出梵克雅宝公司在中国的发展战略与路线，帮助其品牌在中国健康而快速的发展。遗憾的是作为冉冉升起的奢侈品消费大国，拥有着全世界最多人口的国家却并不拥有能与国外品牌媲美的品牌，国外奢侈品品牌占据了中国奢侈品主要消费市场。本文通过为国外著名品牌制定营销策略并学习其发展经验，对于中国本土企业成功创建自主奢侈品品牌也有着积极的指导意义。
英文摘要：	Along with the sustainably steady economical growth, domestic Chinese have been raising the bar for the quality of their living. The attitude of enjoying a better life has naturally become what many Chinese people long for. In particular, the demand of luxury from Chinese consumers has reached to an unprecedented level in the last few years. Studies show that China, who has been the business focus of all global luxury goods manufacturers, will turn into the world’s largest market of luxury goods within the next 10 years. Despite the fact that Chinese market is still not quite mature and faces various challenges in terms of investing environment, the global luxury goods companies are striving for their market share in China as China is deemed the fastest growth point of the world. In light of this situation, this thesis will aim to discourse the following several aspects: Drawing from enormous sources of domestic and foreign literature regarding luxury, I will introduce the meaning and implication of luxury, the characteristics of Chinese luxury market and potential development. According to the relevant industry experience, I will analyze the domestic and foreign competitors of Van Cleef & Arples. Then I will perform in-depth examination on Van Cleef & Arples by means of SWOT, 4P and etc, so as to select the best available tactics for its development, client’s orientation and sales approach. Ironically, as a rising consumption nation of luxury with the world’s largest population, China has never owned a single recognized brand name in luxury goods, resulting in the Chinese domestic luxury market being prevailed by the foreign brand names. This paper will determine the fundamental marketing strategy, from which the strategic development plan of Van Cleef & Arples in Chinese market will be derived. This plan should ensure the rapid but healthy growth of the brand in China. By making a hypothetical blueprint of marketing strategy for a well-known foreign luxury brand as well as learning from its successful business practice, this paper will shed light on the domestic corporate endeavors of the establishment of luxury brand names.
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