-杜嘉班纳公司发展战略分析.docVIP

PAGE Analysis of Development Strategy of DolceGabbana Company Abstract：In recent years, driven by a good market foundation and the rapid development of world economic integration, luxury goods have penetrated into peoples lives. Whether you are a real rich or an ordinary office worker, whether you are young or middle-aged or even old, you have a certain desire and purchasing power for luxury goods. Luxury goods have become something that most people can buy now, instead of the exclusive aristocratic term that sounds so far away. At present, with the expansion of the middle class scale and the continuous and strong development of the purchasing power of the high net worth people, the demand for luxury goods has been growing rapidly. Therefore, many international luxury brands want to occupy a place in the Chinese market. However, all transnational brands want to open stores in China and how to let the Chinese consumers accept their brands are far from certain We must come to China with more ideas and methods on how to choose store location, development space, urban environment, etc. Therefore, transnational marketing luxury goods should choose to adapt to Chinas environment market. DolceGabbana used to rely on brand endorsement and design aesthetics for a time before the event of humiliating China, but its future development in China was almost ruined after the event of humiliating China. This paper takes DolceGabbana company as the goal, adopts the methods of literature research and case study, first expounds the development strategy of DolceGabbana company, then analyzes the degeneration of DolceGabbana company in combination with theory and practice, so as to alert the future luxury industry to do a good job in transnational marketing and development issues that should be paid attention to, and then analyzes the prosperity and prosperity of DolceGabbana company How to better promote the development of Chinas luxury industry measures. Keyword：DolceGabbana;enterp