GUCCI中国市场营销策略研究.docVIP

木科论文 木科论文 摘要 随着政策、经济、社会等因素不断蓬勃发展，人们开始使用越来越多的奢侈 品，有能力消费的顾客也越来越多，迎合市场需求的奢侈品行业高速发展，区别 于传统奢侈品行业的依靠全手工、高层次、小范围传播的限制发展条件，也和普 通日常消费品行业不同，这是不可缺少的现代商业大众化、个性化产物。 中国消费者的消费意识、消费水平都是随着经济、生活水平的提高不断增长 的，海外奢侈品品牌也不会停下全球布局的步伐，可以说，当前的中国市场已经 成为众多奢侈品牌的角逐之地。 结合国内外对奢侈品的相关发展研究和市场营销学等文献及研究结果，对 GUCCI中国市场发展概况、GUCCI中国市场营销现状进行了梳理。其中应用了 PEST分析法和SWOT分析法对GUCCI中国市场营销宏观、微观环境进行分析, 之后再通过STP市场分析，4P理论对GUCCI中国市场的营销策略进行针对性 解读，找出问题并提岀自己的改善措施，最后结合未来发展形势，提出展望，塑 造经典。 关键词：奢侈品；市场营销：营销策略；策略分析 ABSTRACT Tlierefore, the new luxuiy iiidustiy is developing gradually，peoples living standard is improving gradually,and it is a sunrise industry that is obvious to all.The rapid development of the luxuiy iiidustiy, wliich caters to the market demand, is different from the traditional luxury industiy wliich relies oil handwork, high level and small spread. It is also different from the ordinaiy daily consumer goods iiidustiy, which is an indispensable modem conmiercial populaiization and personalized product.The consumption consciousness and consumption level of Chinese consumers are gi owing with the improvement of the economy and living standard, and overseas luxuiy brands will not stop their global layout? It can be said that the cuiTent Cliinese market lias become a competitive place for many luxuiy brands? It is different from the traditional luxuiy industiy, and also different from the ordinaiy consumer goods iiidustiythe Chinese market has become a battlegiound for many luxuiy brands? Tlie development of new luxuiy goods is much later than that of luxuiy goods? In a sense, it is the product of the popularization of traditional luxuiy goods? Its characteristic is high quality, the price is not low, can batch produce and the craft is first-class. Cliinese consumers consumption of new luxiuy goods is giowing rapidly, and many new luxiuy brands overseas see China as ail increasingly important battlegi-ound. In tliis context, the behavioral characteristics of Cliinese consumers1 consumption of new luxuiy goods and the mar