GUCCI中国市场营销策略研究.docx

本科论文

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，找出问题并提出自己的改善措施，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

Therefore,thenewluxuryindustryisdevelopinggradually,peopleslivingstandardisimprovinggradually,anditisasunriseindustrythatisobvioustoall.Therapiddevelopmentoftheluxuryindustry,whichcaterstothemarketdemand,isdifferentfromthetraditionalluxuryindustrywhichreliesonhandwork,highlevelandsmallspread.Itisalsodifferentfromtheordinarydailyconsumergoodsindustry,whichisanindispensablemoderncommercialpopularizationandpersonalizedproduct.TheconsumptionconsciousnessandconsumptionlevelofChineseconsumersaregrowingwiththeimprovementoftheeconomyandlivingstandard,andoverseasluxurybrandswillnotstoptheirgloballayout.ItcanbesaidthatthecurrentChinesemarkethasbecomeacompetitiveplaceformanyluxurybrands.Itisdifferentfromthetraditionalluxuryindustry,andalsodifferentfromtheordinaryconsumergoodsindustry,theChinesemarkethasbecomeabattlegroundformanyluxurybrands.

Thedevelopmentofnewluxurygoodsismuchlaterthanthatofluxurygoods.Inasense,itistheproductofthepopularizationoftraditionalluxurygoods.Itscharacteristicishighquality,thepriceisnotlow,canbatchproduceandthecraftisfirst-class.Chineseconsumersconsumptionofnewluxurygoodsisgrowingrapidly,andmanynewluxurybrandsoverseasseeChinaasanincreasinglyimportantbattleground.Inthiscontext,thebehavioralcharacteristicsofChineseconsumersconsumptionofnewluxurygoodsandthemarketingstrategiesofnewlux