LV品牌中国市场分析.doc

  1. 1、本文档共48页,可阅读全部内容。
  2. 2、本文档内容版权归属内容提供方,所产生的收益全部归内容提供方所有。如果您对本文有版权争议,可选择认领,认领后既往收益都归您。
  3. 3、本文档由用户上传,本站不保证质量和数量令人满意,可能有诸多瑕疵,付费之前,请仔细先通过免费阅读内容等途径辨别内容交易风险。如存在严重挂羊头卖狗肉之情形,可联系本站下载客服投诉处理。
  4. 文档侵权举报电话:400-050-0739(电话支持时间:9:00-19:00)。
LV品牌中国市场分析

LouisVuitton Written by Mia (Shuo Sun) Date: 2008-06-02 List of content 1 Project definition 3 1.1 Problem background 3 1.2 Problem formulation 3 1.3 Limitations 4 1.4 Methodology 4 2 Introduction: 5 2.1 LVMH group 5 2.2 Louis Vuitton 5 2.21 The brand history 5 2.22 Global development 7 3 SWOT analysis 7 4 Analyzing competition 10 4.1 Five forces 10 4.11 Industry competitors 10 4.12 Threat of new entrant 11 4.13 Threat of substitute product 11 4.14 Bargaining power of suppliers 12 4.15 Bargaining power of customers 12 4.2 The main competitor in Chinese market 12 4.3 Market positions 14 5 Chinese market 15 5.1 Introduction of Chinese market 15 5.2 Growth strategies 17 5.3 Analyzing the costumers 18 5.31 Buyer characteristics 18 5.32 The buying decision process 20 5.4 Different types of customers 22 5.5 The copy product 28 5.6 Advertisement 31 5.7 Conclusion 33 6 Questionnaire 33 6.1 Questionnaire 33 6.2 Analysis of the questionnaires 35 7 Brand 37 7.1 Brand equity 37 7.2 Branding position 41 7.3 Product life-cycle Marketing strategies 43 8 Conclusion 45 9 List of Literature 45 1 Project definition LVMH group is the biggest luxury product group in the world, and the company has a lot of brands, Louis Vuitton is the best well-known brand in this big group. This brand built its own flagship shops in many countries of the world. According to the development of the China development, China be come the third biggest luxury product market in the world. LVMH group especially Louis Vuitton get a good development in China. 1.1 Problem background Louis Vuitton is a famous luxury brand in the worldwide. The target customers of its products include the royal family nobles and some rich successful people. This luxury brand means successful and status. But now many people when they buy these luxury products, they just eyeless follow the branding, but they do not care about the product itself.

文档评论(0)

aena45
该用户很懒,什么也没介绍

相关文档

相关课程推荐