Dior品牌塑造与营销模式研究.docxVIP

PAGE I Dior品牌塑造与营销模式研究 内 容 摘 要 作为对经济社会具有独特意义的一类商品，在中国经济消费的不断发展下，中国人民的对奢侈品的刻板印象已经逐渐减弱，奢侈品在中国的经济的大舞台发挥着不容小觑的作用。在腾讯广告与波士顿咨询（BCG）联合发布的《2019中国奢侈品消费者数字行为》报告中显示，年轻化、区域化、社交化是中国消费者的奢侈品消费行为即将呈现的发展趋。Dior作为一个历史悠久，品牌文化独特、鲜明的奢侈品品牌，在中国的奢侈品市场影响重大。本文主要以研究Dior品牌的品牌塑造及其营销模式，研究其营销模式的主要特征、在市场的主要竞争优势、存在的问题以及对其营销策略提出改进意见。通过对法国奢侈品大牌Dior的研究，为我国本土奢侈品品牌塑造和营销模式提供借鉴依据，促进我国本土奢侈品品牌的发展。 关键词：奢侈品；品牌塑造；营销模式；Dior Research on Diors Brand building and Marketing model Abstract As a kind of goods with unique significance to the economic society, with the continuous development of Chinas economic consumption, the stereotype of Chinese people on luxury goods has gradually weakened, and luxury goods play an important role in the economic arena of China. According to the 2019 China luxury consumer digital behavior report jointly released by Tencent advertising and Boston Consulting (BCG), youth, regionalization and socialization are the development trend of luxury consumer behavior of Chinese consumers. Dior, as a luxury brand with a long history and unique brand culture, has a significant impact on Chinas luxury market. This paper mainly studies the brand building and marketing mode of Dior brand, the main characteristics of its marketing mode, the main competitive advantages in the market, the existing problems and the improvement of its marketing strategy. Through the study of Dior, a famous luxury brand in France, it can provide reference for our local luxury brand building and marketing mode, and promote the development of our local luxury brand. Key words:luxury;brand building; Marketing mode;Dior PAGE 15 目 录 TOC \o 1-3 \h \z \u 内 容 摘 要 I Abstract II 第一章 绪 论 1 （一）研究背景及意义 1 1.研究背景 1 2.研究意义 1 （二）研究内容 2 （三）研究方法 2 （四）国内外研究现状 2 1.国外研究现状 2 2.国内研究现状 2 第二章 Dior品牌现状及营销模式分析 3 （一）Dior品牌概述 3 （二）品牌现状分析 3 （三）营销模式分析 4 1.品牌特色突出，引领时尚潮流 4 2.引领潮流，刺激消费 4 3.注重实体销售模式 5 4.运用多媒体平台，创新销售渠道 5 第三章 Dior品牌环境分析 6 （一）政治法律环境 6 （二）经济环境 6 （三）社会文化环境 7 （四）技术环境