《现代女性奢侈品营销策略研究》》-毕业论文.docVIP

PAGE 精品 XXXXXX大学本科生毕业论文 现代女性奢侈品营销策略研究 院系名称 文化传播系 姓　　名 XXXXX 学　　号 XXXXXXXXX 专　　业 广告学 指导教师 XXX教授 摘　要 在国民经济持续稳定发展、居民收入迅速提高的国内环境下，中国这个拥有14亿人口的消费大国，消费升级的趋势越来越明显。未来奢侈品消费的主力军——现代女性，已经成为一股不可逆挡的消费力量。当国外众多实力雄厚的奢侈品商家纷纷看好并雄心勃勃地准备大举进入这个新兴市场时，现代女性奢侈品消费市场又使他们感到迷雾重重。 本文将现代女性作为研究的对象，具体分析了什么是女性奢侈品，现代女性奢侈品消费行为特点和购买动机，并据此着重探讨了有关企业针对现代女性奢侈品消费的市场营销策略。企业的市场营销策略具体为产品策略，价格策略，渠道策略和促销策略，即4Ps。其中，产品策略包括基于产品有形层和附加层属性的奢侈产品营销策略以及奢侈品品牌建设策略。价格策略根据现代女性的特点，采取溢价定价的方法。奢侈品的渠道策略包括奢侈品旗舰店、专卖店或百货商场、星级酒店的专卖柜，网络渠道的开发，举办奢侈品展览会等。奢侈品的促销策略主要为公关策略。 关键词：女性奢侈品；消费心理；购买动机；市场营销策略?MACROBUTTON NoMacro [Click and type abstract text here.]  Abstract Thanks for the continuous and stable develop of Chinese economy and increase in household wealth, more and more evidence clearly show that for this 1.4 billion-consumer market, trading-up has become a fact of life. Modern women, the future main force of luxury consumption, have become an irreversible consumption of power block in China. With more and more international Luxury practitioners having strong interest in this new market and preparing to go for it, they feel confused about the modern female luxury market. This essay mainly takes the modern women as the research object, detailed analyzes what is female luxury, the behavior characteristics and the luxury consumption motives of modern female consumer. And according to this, it mainly discusses the company’s marketing strategy focus on luxury consumptions of modern female customer. The marketing strategies of enterprises are Product, Price, Place and Promotion, namely 4Ps. The Product is about the luxury product’s marketing strategy which is based on visible level and extra ply as well as luxury goods brand construction strategy. The Price is suggested to take premium price strategy concerning the characters of the modern women. The Place is including the flagship shop for luxuries, monopolized shop, or the Shoppe of department story, star hotel, the developing of web, the exhibition. The Promotion is mainly the pu