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论文编号：	4341
作者编号：	2120102717
上传时间：	2012/6/7 11:51:29
中文题目：	奢侈品企业关系和关联营销策略研究—以万宝龙为例
英文题目：	The Relationship and Cause-related Marketing Strategy of Luxury Enterprise—In the case of Mont Blanc
指导老师：	杨坤
中文关键字：	奢侈品 关系营销 关联营销
英文关键字：	Luxury goods, Relationship marketing, Cause-related marketing
中文摘要：	在金融危机的影响下，全球的经济市场出现大萧条和不景气现象，而中国却逆势增长，尤其是奢侈品行业的发展。由于欧美国家的奢侈品市场需求直线下降，高端奢侈品零售业遭遇到很大的冲击，很多国际知名品牌纷纷进驻中国市场，占得一席之地。全球四大会计师事务所之一的永安会计师事务所预测：中国在2015 年将超过日本，成为世界上第一大奢侈品消费国。 对于奢侈品品牌来讲，有效的营销策略和营销方式成为品牌巩固销售额的重要因素之一，有针对性的策划关系营销和关联营销模式并提高客户满意度已经成为奢侈品营销的发展趋势，与客户建立长期、稳定的良好沟通并通过关联营销提高品牌知名度在奢侈品行业是至关重要的。本文回顾了奢侈品的概念和关系关联营销的相关理论，对奢侈品企业和其他企业的营销策略做了详细的对比研究，分析了全球奢侈品市场的发展现状以及中国市场的发展趋势和消费群体；利用关系营销理论和关联营销理论，并结合知名奢侈品牌经典案例，分析了奢侈品企业的内部关系营销、顾客关系营销、影响者关系营销，以及企业在关联营销方面的应用。最后本文以国际知名品牌万宝龙为研究对象，介绍其发展历程和在中国市场的发展前景，并对万宝龙的关系营销和关联营销模式进行了详尽的分析和阐述。本文通过分析研究，提出了奢侈品企业通过关系营销和关联营销，提高企业的相关方的满意度和企业知名度、美誉度。为奢侈品企业实现以“关系”、“关联”为导向，实现顾客价值，提高企业竞争力。同时也为我国本土奢侈品品牌提供一些有效的营销策略，为我国能打造出更多的顶级奢侈品品牌提供宝贵的经验。
英文摘要：	Under the influence of financial crisis, the global economic market appears depression and the recession, while China is contrarian growth, particularly luxury industry development. Because of the European and American countries in the luxury market demand plummeted, the high-end luxury retail have encountered very big impingement, many international famous brands get a successful place in Chinese market one after another. One of four biggest accounting firms in the world, Yongan accounting firm predicts that China will be in advance of Japan, as the world's largest luxury consumer in 2015. For luxury brand, effective marketing strategy and marketing ways will be one of the important factors for the brand sales consolidate itself, targeted planning relationship marketing， cause-related marketing model and to enhance customer satisfaction have become the development trend of luxury marketing, it is very important that the luxury industry has to establish long term, good communication and related marketing to improve brand awareness with customers, This paper reviews the concept of luxury and relationship marketing as well as the other related theory, make a detailed compare study between the luxury enterprise and other enterprise marketing strategy, analyzes the current situation of the developed luxury market and the development trends of China's market and consumer groups; Using the theory of relationship marketing and cause-related marketing, combined with the luxury brand famous classic case, analyzes the enterprise internal relationship marketing luxury goods, customer relationship marketing, affecting relationship marketing, and enterprise in the application of related marketing. Finally, this paper using famous international luxury brand Mont Blanc as the research object, introduces its developed history and prospects in Chinese market, at the same time, the paper analysis and describes the Mont Blanc relationship marketing and cause-related marketing model. According to the studies, This thesis present that the luxury industry can enhance the related party's satisfaction, enterprise popularity and reputation through the relationship marketing, and associated marketing. The luxury using "relationship" and "cause-related" as the guidance, realizes the customer value, enhance the competitiveness of company. But also provide some effective marketing strategy for local luxury brands in China.
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