奢侈品品牌管理經验借鉴研究.doc

奢侈品品牌管理经验借鉴研究 许文杰 指导老师：田建春 摘 要 随着国内经济的发展和人们生活水平的提高，物质产品的日益丰富，市场的竞争已由产品和服务的竞争，转向更高阶段的品牌之间的竞争。在此期间，作为品牌中的顶尖领域——奢侈品品牌，更是瞅准机遇，纷纷进入中国，并以其独有的魅力，迅速受到所有广大中产阶级以上人士所喜好，我国已经成为奢侈品品牌消费的最大国家之一。那么在现今这一新形势下，如何才能实现奢侈品品牌的发展，尤其是我国本土奢侈品品牌的塑造和发展？ 他山之石，可以攻玉。本文试通过对奢侈品概念、行业和奢侈品发展环境，国外奢侈品品牌的对比、奢侈品品牌管理经验的借鉴与研究，从而揭示奢侈品品牌管理重点，找出一个适合中国本土奢侈品品牌所造和发展的管理实践建议，并为奢侈品品牌从业者和管理者做一个借鉴。 关键词 奢侈品；品牌；品牌管理经验；品牌管理研究 Luxury brand management experience research HUI MAN KIT Abstract：With the development of domestic economy and people living standard rise, the increasingly rich material products, the market competition has been by the competition of products and services, to a higher phase of the competition between brands. During this period, as the top brand in the field - luxury brands, is eyeing opportunities, into China in succession, and with its unique charm, rapidly by all above the middle class people be fond of, our country has become a luxury brand consumption is one of the biggest countries. So in the current of the new situation, how to realize such a development for luxury brands, especially in the shaping and development of Chinese native luxury brand? His mountain, can offend jade. This article through to the concept of luxury and luxury development environment, industry, foreign luxury brands comparison, luxury brand management experience for reference and research, so as to reveal luxury brand management focus, to find a suitable for local Chinese luxury brand and the development of the management work of practical advice, and do a reference for luxury brand practitioners and managers. Key words： luxury; brand; experience in brand management; brand management research 目 录 引言 1 （一）研究背景 1 （二）研究的意义 1 （三）研究思路 1 二、奢侈品品牌的定义 2 （一）奢侈品品牌概念 2 （二）奢侈品品牌的本质 2 （三）奢侈品品牌环境及受众 3 （四）奢侈品品牌发展趋势 3 三、奢侈品品牌的管理 3 （一）品牌的需求定位 3 （二）品牌的发展战略 4 （三）品牌的传播模式 4 （四）品牌的营销策略 4 四、奢侈品品牌案例 5 （一）LV的品牌故事 5 （二）爱马仕的品牌故事 5 （三）两品牌发展的共性与差异性 6 （四）对我国品牌的启示 6 五、奢侈品品牌管理重点 7 （一）品牌的工艺之独一性 7 （二）品牌的文化之厚重性 7 （三）品牌的情感之耐