范哲思品牌的营销策略及启示.docVIP

范思哲品牌营销策略及启示 专业班级：市场营销1101班 学生名字：周 政 指导老师：方永恒 摘　要 范思哲是一个来自时尚王国意大利的奢侈品品牌。其采取的经营方式是依靠家族经营，保留着浓厚着浓厚的家族品牌的文化特色。其经营范围已经涉及到生活中的很多领域，并依靠其独特的设计理念和强势的品牌文化取得了创建多年来一直保持旺盛的品牌影响力的神话。本文的研究主题是范思哲的品牌营销策略及启示。笔者首先对本文的研究背景、目的及意义进行综述，并且对品牌营销的相关理论进行简要的介绍，为全文的研究提供理论铺垫。其次对范思哲品牌营销的现状及存在的问题和原因进行了系统的梳理和分析，在此基础上，笔者对范思哲品牌营销的环境进行了分析，包括范思哲品牌营销的经济社会文化等方面的影响因素、范思哲品牌营销的SWOT分析以及范思哲品牌营销的竞争对手的调查分析等三个方面。最后，笔者对范思哲品牌营销的提升对策及其启示意义进行了分析。 范思哲品牌作为一个时尚界的成功品牌营销案例，对于我国的时尚界，特别是以服装产业、饰品产业以及其他时尚品产业为主的诸多产业的品牌营销方面都具有较大的启示意义和借鉴价值。本文的研究主题对于提升我国企业的品牌营销能力，打造成功的民族品牌营销案例等，都具有一定的现实意义和理论意义。 关键词: 范思哲，品牌营销，策略，启示 Versace brand marketing strategy and enlightenment Major：Marketing Major Name：Zhou Zheng Tutor：Fang Yonghe Abstract Versace is an Italian fashion empire from a luxury brand. Mode of operation is to rely on it to take the family business, retains a strong brand with a strong family culture. Its business scope has been involved in many areas of life, and rely on its unique design and strong brand culture has made the creation of the years has maintained a strong brand influence of myth. Topics of this article are brand marketing strategy and enlightenment Versace. The author first research background, purpose and significance are reviewed, and the theory of brand marketing brief introduction, provides theoretical groundwork for the study of the full text. Secondly, the current situation of the Versace brand and marketing problems and causes of the sort exists and analysis system, based on this, the author of the Versace brand marketing environment is analyzed, including the impact of economic factors Versace brand marketing, social and cultural aspects of Three aspects SWOT analysis Versace brand marketing and Investigation of the Versace brand marketing and other competitors. Finally, the author of the countermeasures to increase its enlightenment Versace brand marketing analyzes. Versace brand success as a fashion brand marketing case, for the countrys fashion industry, especially in the garment industry, bra