浅谈奢侈品品牌与潮牌的合作现象.docVIP

目 录 23862 摘 要 1 23471 Abstract 2 21068 一、前言 3 394 二、文献综迷 3 22472 三、研究方法 5 16865 （一）问卷调查法 5 11881 （二）案例分析法 5 20424 四、奢侈品与潮牌的关系及市场现状奢侈品的现状 5 16504 （一）奢侈品的现状 5 4850 （二）潮牌的现状 6 1296 （三）网络等新媒体对合作产品的推力 6 11394 五、奢侈与潮牌的合作案例 6 19832 （一）案例一的介绍 6 12965 （二）案例二的介绍 7 16671 六、奢侈品与潮牌合作的调查 7 22816 （一）合作产品的认知度 7 3715 （二）合作广品的受欢迎度 8 24345 （三）问题反映 8 8264 七、策略分析 10 29782 总结 11 24586 参考文献 12 6473 . 13 7337 致 谢 14 PAGE II 摘 要 以出国的方式购买奢侈品只是国人消费奢侈品的途径之一，奢侈品在我国市场的销售表现也越来越好，随着全球奢侈品抢滩京沪等大都市意味着我国成为国际大牌关注之地，可以说，我国的奢侈品消费时代已经来临。奢侈品在我国极具发展潜力，如何把握我国消费者的消费心理，从而实施行之有效的营销策略是奢侈品成功的关键。奢侈品是指具有价值品质、文化历史、高端人气和购买欲求的特殊商品，具有个性化、高价位特征。 随着中国经济快速成长，奢侈品消费者的人数大幅增加。其营销策略包括特色产品策略、品牌营销策略、价格营销策略、借鉴国际奢侈品牌经销商经验及实施中国式亲民法规等。 关键字：奢侈品；市场营销；品牌营销  Abstract To go abroad to buy luxury goods only Chinese luxury consumption way, one of the luxury goods market in our country is becoming more and more good sales performance, as the global luxury goods break into the beijing-shanghai metropolis means become an international brand in China, such as attention, can say that Chinas luxury consumption time has come. Luxury goods have great potential in China, how to grasp the consumer psychology of our country, so that the effective marketing strategy is the key to the success of luxury goods. Luxury goods refers to the special goods with value quality, cultural history, high-end popularity and purchase desire, which has the characteristics of individuation and high price. With the rapid growth of Chinas economy, the number of luxury consumers has increased dramatically. Its marketing strategies include featured product strategy, brand marketing strategy, price marketing strategy, reference to international luxury brand dealer experience, and implementation of Chinese pro-people regulations. Keywords：luxury goods; Marketing; Brand marketing. 一、前言 中国经济快速成长，高收入人口大量增加，奢侈品消费者的人数也大幅增加。全球四大会计师事务所之一的安永会计师事务所于2005年所发布的研究报告预测：未来几年，中国的奢侈品销售将以年均10%～20%的速度增长，到2015年，中国将取代美国成为世界第二大奢侈品消费国。届时，中国奢侈品市场的年销售额将超过115亿美元，