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论文编号：	6630
作者编号：	2220130948
上传时间：	2014/12/1 19:42:13
中文题目：	卡地亚品牌的情感营销策略研究
英文题目：	Emotional Marketing Strategy of Cartier
指导老师：	张永强教授
中文关键字：	奢饰品，卡地亚品牌，情感营销策略
英文关键字：	Luxury products,Cartier,Emotional marketing strategy
中文摘要：	当今世界，中国已成为奢侈品的第一销售大国，对整个世界的奢侈品销量起着至关重要的影响。了解中国消费者的行为、需求和心理，在情感上打动消费者，引起情感共鸣，制定情感化的营销手段，对于指导我国奢侈品行业的营销活动具有重要的意义。近几年来，中国奢侈品市场蓬勃发展，逐渐发展成为世界奢侈品营销的天堂。同时，越来越多的奢侈品品牌开始青睐中国这个巨大的潜在市场，相继进入中国，逐步进行跑马圈地，一步步的大力开店扩张。随着时代的变迁、经济的发展和社会的进步，人们的消费理念、消费习惯以及消费态度都会随之发生明显的变化，当今时代的消费者重视的不仅是产品和服务具有的功能价值，更关注满足自己在购买产品和体验服务过程中的情感需要和心理偏好。当产品和服务在功能价值没有明显差别的情况下，情感满足成为消费者做出购买决定的决定性因素。可见，情感营销正是瞄准了消费者的这一潜在的特殊需求，在与消费者沟通和互动的过程中，将情感这根主线巧妙的贯穿于营销活动的全过程。现如今，情感营销在许多行业的营销活动当中均得到广泛的应用。而将这一营销策略运用至奢侈品领域，能够充分激发企业对于传统营销策略的调整和改革，在与消费者产生心灵上共鸣的过程当中，寓情感于营销之内，以有情的营销打赢无情的竞争。可见，情感营销策略的研究对促进我国奢侈品企业的营销活动，乃至整个奢侈品产业的发展具有积极的、深远的意义。本文以奢侈品行业作为研究背景，立足于情感营销的视角，首先介绍了奢侈品相关概念，营销组合及情感营销的相关理论，之后分析了我国奢侈品行业的市场现状、发展前景、消费状况以及面临的机遇与挑战，其后以卡地亚品牌为例，阐述了情感策略在卡地亚品牌营销活动当中的运用，最后，探讨了卡地亚品牌的情感营销策略实施。
英文摘要：	In today’s world, China has become the largest seller of luxury products and plays a vital role in the sales of luxury products in the whole world. It is of great significance to marketing activities of the luxury products industry in China when they understand the behaviors, demands and psychology of Chinese consumers, touch the consumers emotionally, cause emotional resonance and design emotional marketing strategies. In recent years, the Chinese luxury product market has witnessed booming development and has gradually developed into the paradise of luxury products marketing in the whole world. Meanwhile, an increasing number of luxury brand names start to favor this huge potential Chinese market. They successively enter into China, gradually claim their own territories and expand by opening new stores. With the change of time, economic development and social progress, there have been obvious changes in people’s consumption concepts, consumption habits and consumption attitudes. The present consumers focus not only on functional values of products and service, but pay more attention to satisfying the emotional needs and psychological preference in the process of product purchase and service experience. When there are no obvious differences between functional values of products and service, emotional satisfaction becomes the decisive element of purchase decisions made by consumers. Therefore, emotional marketing aims at this potential special demand of consumers and subtly runs the line of emotion through the whole process of marketing activities during the process of communication and interaction with consumers. At present, emotional marketing has been extensively utilized in marketing activities of many industries. When this marketing strategy is transferred to the domain of luxury products, it could fully encourage adjustment and reform of traditional marketing strategies. In the process of causing psychological resonance among consumers, it could contain emotion in marketing and win the ruthless competition with an emotional marketing. Therefore, the study of emotional marketing strategy is of positive and profound significance in promoting marketing activities of luxury products companies in our country as well as the development of luxury products industry at large. With the luxury products industry as study background, this paper is rooted at the perspective of emotional marketing. It firstly introduces relevant concepts of luxury products, relevant theories of marketing combination and emotional marketing. It then analyzes the current situation, development prospect, consumption situation as well as opportunities and challenges of luxury products market in our country. With the example of the brand name Cartier, it then elaborates the application of emotional strategy in marketing activities of Cartier. Finally, the paper discusses the implementation of emotional marketing strategy by Cartier.
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