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| 论文编号： | 8318 | |
| 作者编号： | 2120142477 | |
| 上传时间： | 2016/6/7 17:37:05 | |
| 中文题目： | 奢侈品品牌中国市场表现指数研究 | |
| 英文题目： | Index Components on Luxury Brand Performance: A China Perspective | |
| 指导老师： | 李东进 | |
| 中文关键字： | 品牌权益、品牌资产评估、Interbrand模型、奢侈品、指数 | |
| 英文关键字： | Brand Equity; Brand Asset Evaluation; Interbrand; Luxury; Index | |
| 中文摘要： | 进入21世纪以来，中国的经济社会发展水平不断提升，居民的可支配收入也逐渐增加，越来越多的消费者开始选择购买奢侈品。根据著名咨询公司贝恩咨询发布的《2015年全球奢侈品报告》显示，中国消费者已经成为全球奢侈品消费的主力军。因此，我们迫切需要一种科学的工具来了解和反映中国奢侈品市场的变化，而指数法是一种能够反映市场动态变化的方法。 在艺术品投资领域，有一种著名的指数被称为梅摩指数，它是基于对一件艺术品多次交易数据的比对构建的，能够比较好地反映艺术品市场的发展趋势。而奢侈品市场的特点和艺术品市场有着一定的相似性。因此，本研究借鉴了梅摩指数的这种思路，通过奢侈品品牌价值的年度波动，来反映奢侈品品牌在中国市场的表现。 在推算奢侈品品牌价值时，本研究主要参考Interbrand品牌资产评估模型，并结合奢侈品行业在中国发展的相关特点对模型进行了适当修正。然后通过计算近五年的奢侈品品牌价值变动，编制出了我们的奢侈品品牌中国市场表现指数，希望能为各奢侈品品牌和消费者提供一些参考。 | |
| 英文摘要： | Since twenty-first Century, the level of economic and social development Chinese rising, the disposable income of residents increased gradually, more and more consumers have begun to choose to buy luxury goods. Chinese consumers have become the main force in global luxury goods, according to the 2015 global luxury report, which is published by the famous consulting company Bane. Therefore, we urgently need a scientific tool to understand and reflect the change of Chinese luxury market. And the index method is a kind of method that can reflect the dynamic changes of the market. In the field of art investment, there is a famous index called Mei Moses index, which is based on the ratio of transaction data to construct a piece of art for many times, can reflect the development trend of art market. But there are certain similarities in the characteristics of the art market and the luxury market. Therefore, from this idea of Mei Moses index, this study uses the annual fluctuation of luxury brand value to reflect the performance of the luxury brands in China market. In the calculation of luxury brand value, this study mainly refers to Interbrand brand asset evaluation model. Combined with the characteristics of the development of the luxury industry in China, the model is modified appropriately. Then by calculating the nearly five years of luxury brand value change, we develop our luxury brands Chinese market performance index, hoping to provide some reference for the luxury brands and consumers. | |
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