广告学专业毕业论文-现代女性奢侈品营销策略研究.docVIP

XXXXXX大学本科生毕业论文 现代女性奢侈品营销策略研究 院系名称 文化传播系 姓　　名 　　号 专　　业 指导教师 摘　要 在国民经济持续稳定发展、居民收入迅速提高的国内环境下，中国这个拥有亿人口的消费大国，消费升级的趋势越来越明显。已经成为一股不可逆挡的消费。当国外众多实力雄厚的奢侈品商家纷纷看好并雄心勃勃地准备大举进入这个新兴市场时，奢侈品市场又使他们感到迷雾重重。关键词：  Abstract Thanks for the continuous and stable develop of Chinese economy and increase in household wealth, more and more evidence clearly show that for this 1.4 billion-consumer market, trading-up has become a fact of life. Modern women, the future main force of luxury consumption, have become an irreversible consumption of power block in China. With more and more international Luxury practitioners having strong interest in this new market and preparing to go for it, they feel confused about the modern female luxury market. This essay mainly takes the modern women as the research object, detailed analyzes what is female luxury, the behavior characteristics and the luxury consumption motives of modern female consumer. And according to this, it mainly discusses the company’s marketing strategy focus on luxury consumptions of modern female customer. The marketing strategies of enterprises are Product, Price, Place and Promotion, namely 4Ps. The Product is about the luxury product’s marketing strategy which is based on visible level and extra ply as well as luxury goods brand construction strategy. The Price is suggested to take premium price strategy concerning the characters of the modern women. The Place is including the flagship shop for luxuries, monopolized shop, or the Shoppe of department story, star hotel, the developing of web, the exhibition. The Promotion is mainly the public relation strategy. Key Words: the female luxury; consumer psychology; consumption motives; marketing strategies  目　录引 言 1 一、什么是女性奢侈品 1 （一）奢侈品的概念与本质特征 1 （二）女性奢侈品分析 2 1.中国的女性奢侈品分析 2 2.奢侈品选择男女有别 3 二、现代女性奢侈品消费行为研究 3 （一）“她时代”的解析 3 （二）现代女性消费心理和行为特点分析 3 1.消费行为趋向非理性化，易进行情绪消费 3 2.追求时尚与美感，消费趋向多样化、个性化 4 3.注重购物的心理享受 4 4.价格敏感度较高 5 （三）现代女性消费者的奢侈品消费动机分析 5 1.奢侈品消费是一种表现自我与自我享乐 6 2.奢侈品消费是一种炫耀性消费 6