奢侈品品牌的形成和成长机理_基于_省略_上历史顶级奢侈品品牌的多案例_李飞解剖.pdf

150 5 *60 2008 Nankai Business Review 61 / 62 Nankai Business Review 63 64 Nankai Business Review 65 66 Nankai Business Review 67 68 Nankai Business Review 69 Mechanism of Luxury Brands’ Formation and Development: A Multiple Case Study of over 150 Year-Old European Top Luxury Brands Li Fei, He Ximing, Hu Saiquan, Yu Chunling School of Economics and Management, Tsinghua University Abstract The number of luxury brands one nation owns marks the level of economic development and innovation. Given the fact that luxury brands are defined by their unique names, terms, marks, symbols, target customers, marketing positions, and all other marketing factors, it is extremely important to discover how luxury brands formed and developed during their development track. There is certain uniqueness in the formation and development process of luxury brands, however, there is rare research that can clearly describe the process or shed light upon the mechanism of luxury brands’ formation and development. The authors did an exploratory work and built a research framework of luxury brands’ formation and development. Through a multiple case study of 5 over 150 year-old luxury brands, we derived a theoretical framework about the mechanism of luxury brands’ formation and development based on their development track, concerning the following conclusions: (1) the consumption motivation (showing off and hedonism) and consumers of luxury brands emerged and evolved with the influence of the climate of luxury culture and consumption-equality law; (2) the climate of luxury culture, private-property-protected law and the evolving luxury consumption context produced the luxury brands’ creator and successors with certain characteristics, including origins, qualities and rights; (3) those brand owners’ characteristics determined their choices and behaviors concerning brand set up and extension, to be specific, it included perfection of extrinsic brand elements (names, logos and slogans) and