《金融危0机环境下奢侈品营销策略研究：以LV为例》-毕业设计（论文）.docVIP

PAGE 20 PAGE 22 题 目: 金融危机环境下奢侈品营销策略研究 ———以LV为例 院系名称： 专业班级： 学生姓名： 学 号： 指导教师： 教师职称： 摘　要 2008年的金融危机致使许多行业遇到前所未有的发展障碍，奢侈品行业也或多或少的受到金融危机的影响。随着中国经济的迅速崛起，中国已成为全球高级时装、饰品和其它奢侈品的第三大消费国，其国内市场开始渐趋成熟并拥有大量的消费需求。中国市场对奢侈品的认识呈现出明显的中国特征。奢侈品业者需要了解中国地方市场的差异性，研究中国消费者奢侈品消费的动机，并采取相应的营销策略，才能取得成功。 因此，文章首先对奢侈品的定义进行深入剖析。以此为立足点来分析在中国市场上奢侈品的主要消费者及其特征．然后进一步探讨了这些消费者的行为特征。最后．以消费者的具体特征为基础，总结出奢侈品营销的特点。并且结合当前金融危机的实际，总结出在经济形势比较差的情况下该奢侈品行业如何对市场进行刺激，吸引消费者，引导消费者并且最终实现产品价值。本文最后通过对奢侈品品牌LV策略的研究，探索一般奢侈品在经济危机下的发展策略，并对一般消费者有一定的指导作用。 关键字：营销策略 金融危机 奢侈品 LV  Title: luxury marketing strategy under Financial crisis as an example to LV Abstract The financial crisis in 2008 led to many industries face unprecedented obstacles to development, luxury goods industry is also subject to a greater or lesser extent the impact of financial crisis. With Chinas rapid economic rise of China has become the worlds high-level fashion, jewelry and other luxurys third largest consumer, the beginning of the growing maturity of its domestic market and has a lot of consumer demand. Chinas luxury goods market is showing a clear understanding of the characteristics of China. Luxury goods industry in China need to be aware of differences in local markets, the study of Chinese consumers of luxury goods consumption motives, and to take appropriate marketing strategies, in order to succeed. Therefore, the article first of all, the definition of luxury to conduct in-depth analysis. As a starting point to analyze the market in China, a major consumer of luxury goods and their characteristics. And then to further explore the characteristics of consumer behavior. Finally. The specific characteristics of the consumer-based, summed up the characteristics of luxury marketing. Combination of the current financial crisis and the reality of the situation summed up relatively poor in the economic circumstances of how