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论文编号：	470
作者编号：	2120062123
上传时间：	2008/12/17 7:47:23
中文题目：	基于4C的奢侈品市场营销策略研究
英文题目：	The analysis of luxury goods m
指导老师：	张永强
中文关键字：	奢侈品 我国奢侈品市场 营销策
英文关键字：	luxury goods luxury market of
中文摘要：	近年来，我国经济取得了高速发展，成为了全世界的亮点。众多外国奢侈品厂商被我国的市场所吸引，纷纷进入我国。奢侈品消费已经成为我国经济增长不可忽视的一股力量，我国目前已经成为世界第三大奢侈品消费国，而未来市场空间依然巨大。我国奢侈品市场的飞速发展，迫切需要我们加强对奢侈品及其相关问题的关注和研究。然而长期以来，由于多种原因，奢侈品在我国还是一个新事物，与成熟的西方奢侈品市场相比，我国奢侈品消费市场有其独特性。因此，系统地研究我国奢侈品市场的现状及特点，分析我国奢侈品市场存在的问题，对于指导奢侈品生产与经营企业的营销活动具有重要的实际意义，同时对帮助我国本土企业培育和发展本土奢侈品牌，也有重要和紧迫的现实意义。 本论文基于4C理论的视角，对我国奢侈品市场的营销策略进行了深入的分析，并针对我国奢侈品市场存在的问题提出了建设性的建议。 本论文的第一部分在系统参阅研究了中西方奢侈品研究体系的诸多著作的基础上，初步梳理出一个奢侈品的理论框架，从经济、社会、政治、伦理等角度分析了奢侈品的特征和分类；同时对奢侈品的消费行为和消费心理也进行了初步分析。论文的第二部分分析了国内外奢侈品市场的概况，在描述国外特别是法国的奢侈品市场状况的基础上，重点分析了我国奢侈品市场概况、发展预期以及存在的问题。第三部分和第四部分从4C理论的营销视角探讨了我国奢侈品市场的营销策略，并从4C的角度针对我国奢侈品市场存在的问题进行分析并提出建议，为我国奢侈品生产与经营企业的营销策略提供指导。 本论文的创新点在于，从理论与实际相结合的角度，运用案例分析法，对国外诸多奢侈品品牌的营销策略进行研究，并结合实际，对著名奢侈品品牌在我国市场的营销策略进行分析，并提出我国本土奢侈品品牌有效开展营销活动的对策和建议。
英文摘要：	In recent years, China has achieved rapid development in economic and has become a bright spot in the world. A large number of foreign manufacturers of luxury goods have been attracted to China's market, one after another permeate into China. Consumption of luxury goods has become a can not be ignored force in China's economic growth, China has become the world's third largest consumer of luxury goods, while there is still a huge market space in the future. The rapid development of the Chinese luxury goods market urgent need to strengthen concern and research our luxury goods and related issues. For a long time, however, as a variety of reasons, our country is the lack of luxury goods from the academia to the general public's awareness, luxury goods is still a new thing in China, compare with the mature markets of Western luxury goods, luxury goods consumer market is unique in China. As a result, the systematic study of situation and characteristics in Chinese luxury goods market, is important practical significance for the guidance of luxury goods companies to carry out an effective marketing strategy to enter the Chinese market, at the same time it can help the local Chinese Corporate training and development the local luxury brand, have an important realistic significance and urgency. This paper is based on the 4C theoretical perspective, carried out in-depth analysis of the Chinese luxury goods market strategies and put forward constructive suggestions to it. In the first part of this paper, I preliminary straighten out a theoretical framework of the luxury on the basis of studied a lot of the works of luxury: Firstly, quoted on the interpretation of luxury goods on dictionary, summarized the characteristics and classification from the economic, social, political, ethical, and other aspects of the definition of luxury goods and luxury items; Then analysis the luxury consumer psychology and consumer behavior, making the reader a clear understanding on the concept and connotation of luxury. The second part of the paper introduce overview of the luxury market at home and abroad: First to describe the world and France's luxury goods market, followed by the focus on China's luxury market, as well as the development of the expected and the existence problems. Let the reader aware of the global luxury market, as well as the development of the Chinese luxury goods market. The third and fourth part of the paper analysis Chinese luxury goods market strategies and put forward proposals for domestic and international marketing of luxury goods business based on the 4C marketing theory. In this paper, the theoretical framework is establishment according to use the results of research on luxury items studied by a large number of Chinese and foreign scholars, summed up the definition of luxury goods, characteristics, classification, as well as consumer psychology; It also used the case analysis, by introducing a number of foreign luxury brand marketing strategy for the convenience of the reader's understanding of the luxury goods marketing strategy, while luxury brand in the Chinese market, marketing strategies, as well as to explore the local Chinese luxury brand to establish and develop the provision of the Theoretical and practical reference.
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