中国本土营销问题研究.docVIP

学士学位毕业论文 中国本土奢侈品 营销问题研究 学生姓名：学 号：2007404353指导教师：所在学院：经济管理学院 专 业：市场营销 中国·大庆 2011年5月Abstract: Recent year, the Chinese economy made the high speed progress, China had become at present already the world third big luxury goods country of consumption, the luxury goods expends already became a Chinese economic growth noticeable strength. Therefore, studies the overseas success luxury goods enterprises marketing pattern systematically, analyzes the Chinese luxury goods market the present situation and the characteristic, helps the Chinese Native place Enterprise to do the effective luxury goods marketing work, simultaneously cultivates and develops the native place luxurious brand as soon as possible, has vital and the urgent practical significance. This article has carried on the analysis regarding the present Chinese native place luxury goods basic condition as well as the expense characteristic, has drawn the preliminary conclusion to the Chinese Native place Enterprise present existence questions reason. In finally partial, through conducts the research to the present Chinese several representative China native place luxury goods brand cases marketing strategy. Keywords: Luxury; Consumption; Local?brands; Brand Operation; Marketing strategy 目 录 1前言 1 1.1本文理论意义和实践价值 1 1.2国内外研究现状 1 1.3本文解决的问题 3 2奢侈品概述 3 2.1奢侈品的历史 3 2.2奢侈品的含义 4 2.3奢侈品的特征和分类 4 3中国本土奢侈品市场现状研究 6 3.1中国奢侈品消费的现状分析 6 3.2中国奢侈品市场的特点 6 3.3中国缺少本土奢侈品品牌的原因分析 8 4我国本土奢侈品的营销策略 9 4.1本土奢侈品营销的产品策略 9 4.2本土奢侈品营销的价格策略 11 4.3本土奢侈品营销的渠道策略 11 4.4本土奢侈品营销的促销策略 12 5中国本土奢侈品品牌案例研究 12 5.1中国本土服装奢侈品牌“NE·TIGER” 12 5.2中国奢侈品标本“外滩三号” 14 6结论 15 参考文献 16 致谢 17 1前言 从全球经济的飞速发展来看，富有文化正在成为主流文化，而“奢侈”则是富有最具代表性的形容词。追求时尚与形象、展现个性与发展自我正逐渐成为新一代消费者的愿望与需求。而改革开放以来，伴随着中国经济的快速发展，东西方经济的迅速融合，奢侈品这个曾经远离大众视野的贵族产品正快速渗透中国市场，并成为众多消费者所接受和追捧的对象。近几年，国外高档奢侈品在我国内地市场的渗透力迅速扩大就是这一现象的最好表现。世界奢侈品协会(WLA)官方2009—2010全球年度报告也显示，截至2009年12月，中国奢侈品消费总额全球占有率27.5％，上涨了3个百分点，超过美国，成为仅次于日本的全球第二大奢侈品消费国。世界奢侈品协会预计，5年后，中国奢侈品市场将会占据40％以上的全球份额，或成为全球最大的奢侈品贸易与消费中心。近两年，在欧美各国奢侈品销售市场不断下滑的背景下，中