新奢侈品的植入式营销（Implantable marketing of new luxury products）.docVIP

新奢侈品的植入式营销（Implantable marketing of new luxury products） In turbulent circumstances, the source of competitive advantage is being created and eroded at an accelerated pace. D Aveni is called super competition (hypercompetim) in the competitive environment of the enterprise is not trying to maintain long-term competitive advantage, but a series of new temporary advantages, so that enterprises in the industry than other enterprises one step ahead. In a variety of marketing methods and tools have emerged today, the traditional marketing concept is facing a severe test, the law of the jungle business ecosystem, as competition intensifies, we will continue to explore new ways of marketing and marketing. This article takes new luxury as an example to discuss some questions about implantable marketing. New luxury and optimized consumption: New Luxury (new luxury) is not necessarily the most expensive goods, nor is it necessarily the top brand in the category. They have three common forms: 1., relatively low price category top products (Accessible Super-Premium) 2., Old Luxury Extension Brand brand of traditional luxury brands 3., Goods (Masstige) with a wide prestige In addition to its unique quality, the traditional luxury goods can provide consumers with a sense of superiority, which is only owned by some people. The new luxury avoids the distinction between grades, which are valued by people from all walks of life and at many income levels. It is positioned between the masses and the upper class. Compared with the general brand, it has more attractive emotional connotation, but not to those rational consumers feel very profiteering. But now, people can witness a new consumption phenomenon: Trading up. In this regard, we define as follows: consumers in other markets selectively consume those goods of high quality and high quality, and have a consuming enthusiasm for these commodities, which is the popularization of high-grade consumption. The phenomenon of preferred cons