(3.236.118.225) 您好!臺灣時間:2021/05/14 12:59
字體大小: 字級放大   字級縮小   預設字形  
回查詢結果

詳目顯示:::

我願授權國圖
: 
twitterline
研究生:鄔錫明
研究生(外文):Andrew Sik-Ming Wu
論文名稱:中國時尚奢侈品市場競爭策略
論文名稱(外文):Competitive Marketing Strategy in the Chinese Luxury Fashion Market
指導教授:李吉仁李吉仁引用關係
口試委員:陳俊忠林舒柔
口試日期:2013-07-12
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:國際企業管理組
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2013
畢業學年度:101
語文別:英文
論文頁數:85
中文關鍵詞:奢侈時尚市場行銷策略中國
外文關鍵詞:Luxury Fashion MarketMarketing StrategyChina
相關次數:
  • 被引用被引用:1
  • 點閱點閱:314
  • 評分評分:系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔系統版面圖檔
  • 下載下載:0
  • 收藏至我的研究室書目清單書目收藏:0
在二零一二年,中國 (包括香港跟澳門) 已經超越日本,成為全世界第二大的奢侈品市場。但隨著中國經濟環境的放緩,新任領導人打擊貪污、洗錢的決策方向,加上國內基礎建設仍有成長空間,以及外商對盈利的需求,各奢侈品品牌勢必得釐定長遠國際市場競爭策略,才可繼續搶奪這個將會在二零二零年成為世界最大的奢侈品市場。

中國人的奢侈品消費不限於在國內,隨著國外旅遊的開放,國內旅遊人數激增,而大部份遊客都會在國外購買奢侈品,所以,中國人已經成為了全世界購買奢侈品最多的民族,佔據25%的市場。

富裕人仕的增長是國內外奢侈品消費激增的主要原動力。目前中國國內有一億兩仟萬的富裕人仕,估計到了二零二零年,富裕人仕會增加到兩億八仟萬。他們不僅收入增加,對奢侈品的鑑賞力也有明顯提昇。

奢侈品品牌的行銷採取不一樣的商業模式,與大眾商品有著非常不一樣的行銷策略。 他們可以以提高價格,減少銷售點去增加需求; 他們不速銷,不常在網上或行動裝置上銷售,也不太着重生產率。 所以,在管理上有著不一樣的邏輯,在決策上有著不一樣的思維。深入瞭解這些差異對於奢侈時尚消費產品的未來發展有策略上的意涵。


China, including Hong Kong and Macau, has become the second largest luxury market globally in 2012, overtaking Japan. There are different challenges faced by the luxury brands in China from now, namely the slowing down of the economic situation, the attitude towards corruption and money laundering by the new political leadership, the still being developed infrastructure, and continuous profitability concern. Nonetheless, China is expected to be the largest market by 2020.

Shopping does not only take place inside China, with increasing number of the Chinese are travelling to overseas, and majority of the travelled are buying luxury products. As a result, Chinese has contributed 25% of the luxury market in 2012 – the largest nationality in the world.

The growth has been, and will be, driven by the growing number of affluent in China. There are 120 million of affluent consumers now and it is expected that this will reach 280 million by 2020. They are not only growing in numbers, but also growing in sophistication, which will help them to appreciate the luxury goods and services.

Luxury brands adopt different marketing strategies compared to the mass brands. They increase price, decrease distribution and availability to increase demand. They do not aggressively promote, and focus on exclusive VIP, private events, and events. They tend not to sell over the internet or mobile platforms. They focus on hand-made and unique products, but not on mass production. These principles are indeed different from the mass brands, and take the luxury brands to different management requirements and decision making models. Implications for future business development of luxury brands in China are discussed.

CHAPTER 1 INTRODUCTION 1
1.1. RESEARCH BACKGROUND AND MOTIVATION 1
1.2. RESEARCH QUESTIONS AND OBJECTIVES 2
1.3. RESEARCH METHOD 3
1.4. RESEARCH LIMITATION 4
CHAPTER 2 LITERATURE REVIEW 5
2.1. PORTER’S FIVE FORCES MODEL 5
2.2. THE LUXURY INDUSTRY 9
2.3. 4-P MARKETING 11
CHAPTER 3 CHINA LUXURY MARKET – RECENT DEVELOPMENT 14
3.1. LUXURY INDUSTRY ANALYSIS 14
3.1.1. The threat of new entrants, substitute products or services and established rivals 14
3.1.2. The bargaining power of customers 15
3.1.3. The bargaining power of suppliers 16
3.2. CHINA MARKET TREND 16
3.2.1. Current size – overtook Japan as the 2nd largest market globally 16
3.2.2. Growth constraints 19
3.2.3. Growth forecast – will be the largest market by 2020 21
3.2.4. Top brands selected by Chinese customers 22
3.3. CHINA CUSTOMER PROFILE 23
3.3.1. Growing number of affluent 23
3.3.2. Growing sophistication of the affluent 25
3.3.3. Emerging groups of luxury customers 27
CHAPTER 4 COMPETITIVE STRATEGIES BY LUXURY BRANDS IN CHINA 29
4.1. UNIQUE LUXURY BRANDS MARKETING STRATEGIES 29
4.1.1. Price – Increase Price to Increase Demand 29
4.1.2. Place – Decrease Distribution to Increase Demand 36
4.1.3. Promotion – No Promotion but Carefully Communicate 48
4.1.4. Product - Decrease the Availability to Increase Demand 62
CHAPTER 5 CONCLUSIONS AND SUGGESTIONS 66
5.1 CONCLUSIONS 66
5.2 FURTHER RESEARCH SUGGESTIONS 69
REFERENCE 71
APPENDIX A 74

1. Books
Chevalier and Gutsatz (2012). Luxury Retail Management, How the World''s Top Brands Provide Quality Product & Service Support, John Wiley & Sons Singapore Pte. Ltd.
Chevalier and Lu (2010). Luxury China, Market Opportunities and Potential, John Wiley & Sons (Asia) Pte. Ltd.
Kapferer J.N. and Bastien V. (2012). The Luxury Strategy, Break the rules of Marketing to build Luxury Brands, Kogan Page

2. Online Sources - Researches
Bain & Company (March 2012). Luxury in China, Bain Point of View (http://www.bain.com/)
Bain & Company (December 2012). 2012 China Luxury Study, Bain Point of View (http://www.bain.com/)
Blackrock (2012). Braking China… Without Breaking the World (http://www.blackrock.com/)
Digital Luxury Group (2012). The World Luxury Index China, Top 50 most-searched for luxury brands in China (http://www.digital-luxury.com/)
Global Blue (2012). The Globe Shopper (http://www.globalblue.com/)
Exane BNP Paribas (2013). Luxury Goods - All about China (www.exane.com/‎)
GroupM (2011). The Voice of Luxury: Social Media and Luxury Brands in China (www.groupm.com/‎)
HSBC Global Research (2013). Global Luxury Goods (http://www.hsbcnet.com/gbm/about-us/global-research.html)
Hurun (2013). Chinese Luxury Consumer Survey (http://www.hurun.net/usen/)
Ipsos (2012). China Luxury Forecast (http://www.ipsos.com/‎)
KPMG (2013). Global Reach of China Luxury (http://www.kpmg.com/mm/en/issuesandinsights/pages/default.aspx)
L2 (2013). Digital IQ Index - Fashion Supplement (http://www.l2thinktank.com/)
McKinsey Insight China (2013). Luxury Without Boarders: China''s New Class of Shoppers Take on the World (http://solutions.mckinsey.com/insightschina)
The Boston Consulting Group (2012). The Age of the Affluent, The Dynamics of China''s Next Consumption Engine (http://www.bcg.com/expertise_impact/publications/default.aspx)
Tax Free World Association (2012). Chinese Passenger Shopper Research (http://www.tfwa.com/duty_free/Home.4.0.html)
UBS Investment Research (2013). What is happening to the Chinese tourists? (http://www.ubs.com/)

3. Online Sources - News agencies
Bloomberg http://www.bloomberg.com (accessed Jan 2012 - March 2013)
Business of Fashion http://www.businessoffashion.com (accessed Jan 2012 - March 2013)
Dezeen http://www.dezeen.com (accessed Jan 2012 - March 2013)
Fashion Magazine http://www.fashionmag.com (accessed Jan 2012 - March 2013)
Luxury Society http://www.luxurysociety.com (accessed Jan 2012 - March 2013)
Reuters http://www.reuters.com (accessed Jan 2012 - March 2013)
Saatchi Gallery http://www.saatchi-gallery.co.uk
The Globe and Mail http://www.theglobeandmail.com
The Straits Times http://www.straitstimes.com

4. Online Sources - Luxury Brand Official Websites
Burberry official website http://www.burberry.com
Chanel official website http://www.chanel.com
Coach official website http://www.coach.com
Dior official website http://www.dior.com
Gucci official website http://www.gucci.com
Hermes official website http://www.hermes.com
LVMH official website http://www.lvmh.com
Prada official website http://www.prada.com

QRCODE
 
 
 
 
 
                                                                                                                                                                                                                                                                                                                                                                                                               
第一頁 上一頁 下一頁 最後一頁 top
系統版面圖檔 系統版面圖檔