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论文编号：	7782
作者编号：	2120132765
上传时间：	2015/12/5 22:46:04
中文题目：	爱马仕在中国奢侈品市场品牌管理研究
英文题目：	Research on Brands Management in Chinese Luxury Market of Hermes Company
指导老师：	杜建刚
中文关键字：	品牌，奢侈品牌，爱马仕，品牌管理
英文关键字：	Brand, Luxury Brand, Hermes, Brand Management
中文摘要：	对于国际奢侈品品牌来说，中国市场的吸引力是毋庸置疑的，中国奢侈品市场蕴藏着巨大的商机，市场容量相当庞大。但是中国的消费者与西方消费者却有着不同的消费特征和倾向。国际奢侈品品牌首先必须要了解中国这个目标市场的发展趋势，以及中国奢侈品消费者的特点，尤其是那些和成熟的西方奢侈品市场的不同，才能更好的把握中国市场。 2014年，中国消费者全球奢侈品消费达到1060亿美元，约合6400亿人民币，相比2013年增长了4%。这意味着全球46%的奢侈品卖给了中国消费者，虽然中国占全球奢侈品消费比略有下降，但依然是全球奢侈品市场的最大买家。中国消费者2014年在本土消费额为250亿美元，同比下降11%。中国消费者76%的奢侈品消费发生在境外，消费额达到810亿美元，同比增长超过9%。 2014年，财富品质研究院发布的《中国奢侈品报告》显示，全球奢侈品市场总容量为2320亿美元。其中传统奢侈品牌的相对市场份额有明显下降，其增长主要来源于高端小众品牌，特别是定制类品牌。奢侈品集团销售额只有小幅增长，而且增长明显放缓，比如法国酩悦轩尼诗路易威登集团（LVMH）、瑞士历峰集团（Richemont）、法国开云集团（Kering）等。同时传统奢侈品牌都放缓开店速度，增加对传统门店的改造费用，大型体验店和旗舰店的数量有所增加。 随着中国消费者成为名副其实的奢侈品最大买家，中国的奢侈品消费增速远超过世界任何国家。在新常态下，中国的经济增速有所放缓抑制了国人对奢侈品的消费，同时政府廉政政策的进一步落实，也使得中国奢侈品消费呈现负增长。但是，中国奢侈品市场的真正需求一直在增长，而且是正增长。中国消费者的奢侈品增速依旧超越世界任何国家，在全球奢侈品消费份额仍将持续上升。 虽然，近年来中国奢侈品消费增速逐渐放缓。但是中国大资产阶层的消费群体不断壮大，以及迅速增长的奢侈品新买家，他们是一些刚刚步入中产阶层的人士。由他们所组成的中国奢侈品消费群体不断增大，确保了奢侈品需求可以依旧保持相对旺盛。此外,中国人对自身经济实力充满信心。女性购买者比例的不断提高，越来越接近西方成熟的奢侈品消费市场。尽管企业与政府的送礼行为有所减少,但是个人享乐和礼品赠送需求仍然呈现出强劲的增长。 与此同时中国的奢侈品消费者也越来越多元化。由于中国人在境外购买奢侈品的比例越来越大，中国奢侈品消费者的品位也以惊人的速度成熟起来。中国一线城市的奢侈品市场已呈现饱和，消费者成熟度极高。中国二三线城市的奢侈品市场具有广阔的市场潜力，同时这些城市的人们已经开始拥有越来越接近一线城市的生活方式。这使得奢侈品企业要满足更丰富消费者需求，赢得消费者变得更为困难，品牌营销成本也有所提高。店内体验作为消费者最终购买决策的关键环节越来越重要。对于奢侈品行业来说,网销渠道也是不容忽视的。 2015年中国国内奢侈品消费将迎来新一轮小高潮。在经历了去年奢侈品消费的“外热内冷”后，中国奢侈品消费出现回流的信号。随着中国城镇化水平加速、国际化水平提高，中国奢侈品消费具备相当的市场潜力。同时，一些国际奢侈品品牌也在调整全球定价，拉低了在中国境内外价差，引发中国消费者极大的购买热情。 2015年，随着中国奢侈品市场不断发展，新兴设计师品牌，定制品牌和轻奢品牌等的快速发展对于传统奢侈品牌必然带来巨大挑战。同时随着中国政府反腐倡廉工作的推进，奢侈品馈赠风潮的退去。面对越发成熟的中国消费者，国际奢侈品牌必须迎合中国消费者的改变并重新制定在中国奢侈品市场的策略。 品牌战略营销在市场营销中占有很重要的地位，企业可以通过品牌营销表达自己的独特的企业形象并推出产品，消费者也可以通过品牌识别获取所需信息，缩短消费决策过程，并满足各自的消费需求。对于奢侈品企业，品牌是其经营的最重要的部分。奢侈品品牌价值是极高的，奢侈品品牌都是具有独特的品牌文化和内涵。所以消费者可以通过品牌的风格和理念选择符合自身追求，可以产生共鸣的品牌。所以加强品牌建设、品牌内涵延伸、品牌价值的维护等就是奢侈品品牌的新策略。在阅读大量的文献后，笔者发现国内外针对奢侈品品牌战略营销的研究不多，主要集中于对奢侈品概念的界定、目标客户群体和市场策略等，对于品牌战略营销的研究非常有限。笔者希望在中国奢侈品市场转型的过程中，可以制定出一套针对奢侈品品牌经营的战略。运用科学的信息和现代化管理，指导奢侈品企业品牌营销活动，提高企业的经营管理质量。 展望未来，奢侈品牌应加深对中国奢侈品消费群体的认识，中国奢侈品消费者的品牌忠诚度较低,所以尽早与这些消费者建立沟通关系极为关键,大批未来的富裕消费者会受到现在富裕消费者的影响。赢得中国奢侈品潜在消费者也将为品牌自身的长期发展奠定基础。是决定哪些品牌能够最终赢得富裕消费者信任并建立品牌忠诚度的关键阶段。 奢侈品牌商家必须实时对其战略做出相应的调整，将中国消费者留在本土消费。如果不考虑中国人的感受和喜好，一味照搬过去的模式，国际品牌在中国市场的生存空间将会越来越窄。通过Made for China的方式，迎合中国市场新富阶层的需求，创造出满足他们需求和品位的产品，将是一种全球化视野下的创新之路。 随着中国奢侈品消费群体的多元化和大众化，面对更为成熟的消费者，国际奢侈品牌将如何迎合中国消费者的改变并调整在中国奢侈品市场的策略。本文将从品牌战略管理的角度，以法国传统奢侈品品牌爱马仕（Hermes）为研究对象，通过爱马仕品牌在中国奢侈品市场的宏观环境分析、品牌市场现状分析、竞争分析、目标客户群分析等，针对当下爱马仕品牌在品牌营销上遇到的问题及挑战，从品牌设计与定位、品牌沟通与体验、品牌延伸与资产等方面进行分析，并提出了相应的改进策略。从提升品牌识别度、目标客户细分与定位、改进店内体验、品牌延伸策略的制定等方面改进，来提升顾客满意度与忠诚度、巩固品牌地位、提升品牌价值。希望能够给予爱马仕品牌在中国市场发展一些参考，同时也对同行业奢侈品牌具有一定借鉴作用。
英文摘要：	Chinese luxury market is pregnant with huge business opportunities, the market capacity is huge. What the consumers in China have shown is also different from the characteristics of Western consumers. International luxury companies need to understand the characteristics and development trend of Chinese current target market, especially those that are very different from the mature luxury market, in order to grasp the Chinese market. In 2014, Chinese consumers’ local luxury consumption was $25 billion, fell by 11%. However, in 2014,the total of global luxury market was $232 billion. Chinese consumers’ consumption reached $106 billion, accounting for 46% of global luxury consumption, which remained the world's largest consumer of luxury goods. Chinese consumers continue to determine the global luxury consumption patterns . In 2014, Fortune Character Research Institute released "China Luxury Report" shows that the total capacity of the global luxury market $ 232 billion. Wherein the relative market share of traditional luxury brands have decreased significantly, its growth mainly from the high-end niche brands, especially custom class brands Only a slight increase in sales of luxury group, but growth is slowing down, such as the French group Louis Vuitton，Moet Hennessy, Richemont, Kering etc. While traditional luxury brands have slowed down store openings, increasing transformation expense of traditional stores, and the number of experience stores and flagship store increased. As Chinese consumers become a veritable biggest buyers of luxury goods, Chinese luxury goods consumption growth far more than any country in the world. In the new normal, China's economic growth has slowed suppressed the luxury consumption, and further implementation of government corruption policies, but also makes the Chinese luxury consumption showed negative growth. However, the real needs of the Chinese luxury goods market has been growing, but also positive growth. Chinese consumers of luxury goods still exceed the growth rate of any country in the world, will continue to rise in the share of global luxury consumption. While, in recent years, the Chinese luxury goods consumption growth slowing down. But the Chinese consumer groups large asset class continues to grow, and the rapid growth of the new buyers of luxury goods, they are some of who just entered the middle class. Chinese luxury consumer groups, composed by them is increasing, to ensure that the demand for luxury goods can still remain relatively strong. Furthermore, Chinese people are full of confidence for their own economic strength. The proportion of female buyers continues to improve, more and more closer to the mature Western luxury consumer market. Although gift-giving behavior of enterprises and the government has decreased, but personal pleasure and gift demand is still showing stronger growth. At the same time, Chinese's luxury consumers are increasingly diversified. Because the proportion of Chinese people purchase luxury goods abroad, the Chinese luxury tastes of consumers also mature at an alarming rate. Tier cities in China’s luxury market have shown signs of saturation, high consumer maturity. Second and third tier cities in Chinese luxury market has broad market potential, while the people of these cities have begun to have a lifestyle closer to first-tier cities. This makes luxury goods companies to meet consumer demand richer, more difficult to win consumers, brand marketing costs also increased. Store experience ultimate purchasing decisions as consumers increasingly important key. For luxury goods industry, net sales channels cannot be ignored. In 2015,China's domestic luxury consumption will reach a small climax. On the one hand, with the faster development of urbanization and the internationalization in China; on the other hand, several luxury brands appears in the phenomenon of price increasing abroad but decreasing internally, which reduces the spread of the price between the domestic and the foreign and triggers a great consumer enthusiasm. In 2015, with the continuous development of China's luxury market, new designer brands, the rapid development of customized brand and light luxury brands such as traditional luxury brands will inevitably bring a huge challenge. Meanwhile, with the Chinese government to promote anti-corruption work, and luxury gift wave receded. Faced with increasingly sophisticated Chinese consumers, international luxury brands must cater to Chinese consumers change and re-enact the policy in the Chinese luxury goods market. Brand marketing strategy in marketing occupy a very important position, companies can express their unique corporate image and brand marketing through the introduction of products, consumers can get the information through brand recognition, shortening the consumer decision-making process, and to meet their consumer demand. For luxury goods companies, the brand is the most important part of their business. Is a very high value luxury brand, luxury brands are a unique brand culture and connotation. So that consumers can choose the brand's style and ideas of their own accord to pursue, can resonate brand. Therefore, brand building and brand extension, brand value and maintenance is a luxury brand new strategy. After reading a lot of literature, I found that domestic and international research of strategic marketing for the luxury brand is not much, mainly in the definition of the concept of luxury, the target customer groups and market strategy, brand strategy for marketing research is very limited. I hope that in the process of transformation of China's luxury market, you can develop a strategy for the luxury brand management. The use of scientific information and modern management, guidance luxury brand marketing activities, improve the management quality of enterprises. Looking ahead, the luxury brand to Chinese should deepen understanding of the luxury consumer groups, the Chinese luxury consumer's brand loyalty is low, so the earliest possible to establish communication relationships with these consumers is critical, a large number of affluent consumers in the future will be impact on rich consumers now. Win the potential Chinese consumers of luxury goods will also lay the foundation for the brand's own long-term development. It is to decide which brand to ultimately win the trust of wealthy consumers and build brand loyalty crucial stage. Luxury brand businesses must make corresponding adjustments to its real-time strategy, will remain in the domestic consumption of Chinese consumers. If not consider Chinese people's feelings and preferences, blindly copy the mode of the past, the international brand of living space in the Chinese market will become increasingly narrow. Made for China , to meet the market demand in China's new rich class, meet their needs and create quality products, will be a road of innovation under Globalization. With the diversification and popularization of the luxury brand consumers, the traditional luxury brand management is facing a huge challenge. This paper will be from the brand strategic management perspective, take the traditional luxury brand Hermes as the research object. Through the Hermes brand in China's luxury market macro environment analysis, brand market situation analysis, target customer groups analysis, the problems and challenges encountered by the present Hermes brand in brand marketing, and from the analysis of brand design and positioning, brand communication and experience, brand extension and assets, this paper put forward the corresponding improvement strategy. Hoping the paper can give some reference in the development of the Hermes brand in China’s market. At the same time, it also has some reference value for the same industry luxury brand.
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