中国本土奢侈品品牌国际化策略研究.docxVIP

中国本土奢侈品品牌国际化策略研究 摘要 近年來中国经济飞速增长，居民收入水平不断提高，出于受几千年的儒家等 级思想的影响，富裕起來的人们迫切需要炫耀他们的成功，这为奢侈品提供了前 所未有的机遇。屮国自古以来就不缺乏箸侈品，但由于历史的变革，中国奢侈品 行业出现了几百年的断代。从上世纪九十年代开始，欧美奢侈品品牌相继入驻中 国，中国奢侈品消费市场不断扩张，刺激了本土奢侈品品牌的发展，在白酒、茶 叶和服装等传统行业己形成了足以渗透国际市场的品牌。但中国本土奢侈品品牌 起步晚，经营和运作经验不足，使其在谋求国际化过程中也存在一些问题，没有 足够的竞争力与国际品牌争夺市场。本文首先对奢侈品和奢侈品品牌做了概念性 的解释，乂根据行业、市场、历史等方面对中国本土奢侈晶品牌发展现状做出分 析后，阐述了目前制约中国本土奢侈品品牌国际化发展的问题，并根据分析借鉴 世界奢侈品品牌的营销经验提出了屮国本土奢侈品品牌的国际化策略。 关 键词：奢侈品，本土品牌，国际品牌，国际化策略 Strategy Research on the Internationalization of ChineseLocal Luxury Brand ABSTRACT In recent years,Chinas economic grows rapidly,the income level of residents continue to improve,because of the influence of Confucianism of hierarchy,the rich people urgently need to show off their success,which provides a hitherto unknown opportunities for luxury.In ancient times China was not lack of luxury,but because of the historical change,the luxury industry does not appear in China hundreds of years.From the beginning of the last century ninetyfs,European and American luxury brands have enter into China,Chinese luxury consume market has expansion,this stimulate the development of the local luxury brand.The brands that enough to penetrate the international market has been formed in the liquor,tea and apparel and other traditional industries.But local luxury brands in China started latejack of management and operation experience,so it has some problems in the pursuit of the internationalization process and not enough competition to contend for the international market.This paper first make a conceptual interpretation of luxury and luxury brand,then make the analysis of the present situation of the Chinese local luxury brand according to the industry,market,and hi story,then elaborated the problems at present that restricting the internationalization development of Chinese local luxury brand,and according to the analysis from the world luxury brand marketing experience,put forward the internationalization strategy of Chinese local luxury brand? KEY WO