论中国服饰类奢侈品营销策略毕业论文.doc

摘要 PAGE \* MERGEFORMAT I 摘 要 自改革开放之后我国实行市场经济制度以来，服饰类奢侈品市场的建立与发展也如中国的经济增长一般，飞速地进行着。而中国的服饰类奢侈品市场，无论是外在的宏观环境，还是本身的布局、规模以及组成，还是消费者的动机与分布，都有着自身显著的特点。从建立初起，它就一直被国外的品牌所牢牢占据，而像路易威登、古琦、香奈儿等著名国际品牌，一时间成为了无数国人心目中的时尚、成功、品位的代名词。国外的服饰类品牌们利用它们卓越的品质、独特的品牌文化以及全球化影响力，在生活水平日益提高、消费能力越发增长的中国消费者当中， 激发了无比的关注与追捧，自然销量也就节节攀升。几年之内成为世界第一大奢侈品消费市场趋势越发地明显。而本文，从营销策略角度入手，在必要地介绍中国服饰类奢侈品市场的相关状况之后，着重地分析、总结与评价国外服饰奢侈品品牌在营销策略方面共同的特点与优势；而在此的研究之上，指出我国建立本土的服饰类奢侈品品牌面对的主要挑战，并提出相关合理的指导建议。 关键词： 服饰，奢侈品，营销策略 ，品牌建立 Abstract ABSTRACT PAGE \* MERGEFORMAT II PAGE \* MERGEFORMAT 29 ABSTRACT Since the reform and opening up and simplementation?of?the?market?economy?in China,the apparel luxury market has grown fast just as the establishment and development of Chinese economics. China’s apparel luxury market has its own significant features in itsmacro-environment,marketstructure,scale and composition,as well, in the motivation and distribution of consumers.Since its establishment, it has been firmly occupied by foreign brands.Like Louis Vuitton, Gucci, Chanel ,etc,many famous international brands, have became synonymous?with fashion, success, and taste in innumerable people’s heart. Foreign apparel brands have take advantage of their superior quality, particular culture of brand and the influence of globalization, arousing incomparable attention and chase among Chinese consumers which has improved their standard of living and spending power increasingly, naturally ,the sales.has been rising.The trend of becoming the world’s largest luxury consumer market ina few years is obvious all the more. This article, starting from the angle of marketing strategy, necessarily introduces the related conditions of China’s apparel luxury market ,places emphasis up on analysis ,summary and evaluation of the common feature and advantage of foreign luxury brands in marketing strategy; based on this research, the article try to point out the challenge on establishing local, apparel luxury brand，and gives some relevant ideas for