文档介绍：郑州大学西亚斯国际学院
本科毕业论文(设计)
题目关于中国发展本土奢侈品牌的思考
指导老师职称讲师
学生姓名学号 20081216223
专业市场营销班级 2 班
院(系商学院(工商管理系)
完成时间________________________ __
关于中国发展本土奢侈品牌的思考
Consideration On Development of China’s Luxury Goods
摘要
众所周知,随着中国经济的迅猛发展,中国奢侈品市场更是来势迅猛。自04年中国成为全球第三奢侈品消费国以来,中国的奢侈品市场就被广泛关注。世界奢侈品协会发布2011年最新报告,称中国内地去年奢侈品市场消费总额已经达到107亿美元,占全球份额的1/4。预计中国将在2012年超过日本,成为全球第一大奢侈品消费国。
6月10日,中国贸促会和世界奢侈品协会联合宣布,正式成立中国奢侈品贸易委员会。世界奢侈品协会发布数据显示,中国现在已经成为仅次于日本的全球第二大奢侈品消费国。预计在2012年的第一季度,中国连续度过元旦、春节、情人节消费旺季时,就将超过日本,成为全球第一大奢侈品消费国。
世界奢侈品协会国际特约研究员Andy Kline在发布会上介绍,由于人民币升值且欧元贬值,增加了中国消费者在国际市场的购买力,目前中国人境外消费奢侈品已经是全球第一。去年,亚洲人在欧洲市场购买奢侈品消费累计达690亿美元,而中国人就占了500亿美元。Andy Kline还表示,经济危机以来,欧美各国奢侈品销售下降明显,而中国却一直处于奢侈品消费上升的阶段。对于这样一个庞大的市场,国外奢侈品纷纷进入。面对强大的国际竞争力量,中国本土奢侈品牌应制定怎样的营销策略?本文主要通过对中国奢侈品市场的研究,分析中国奢侈品市场存在的问题以及一些建议和对策。
关键词:奢侈品消费国;国际竞争力;市场研究;策略
Abstract
As we all know, with the rapid development of China's economy, the Chinese luxury market is fast approaching
. Since China has e a global third luxury consumer, China has the luxury goods market is widely attention. The world luxury association issued in 2011, the latest report, says the Chinese mainland luxury market's total spending last year to us $ billion, accounting for a quarter of the global share. China is expected to surpass Japan in 2012, ing the first big luxury consumer. June 10,, the Chinese trade and the world luxury association jointly declared, formally established Chinese luxury mission. The world luxury association issued data shows, China now has e the world's second largest after Japan luxury consumer. Expected in the first quarter of 2012, China has spent New Year valentine's day consumption season, it will be more than Japan, became the first major luxury consumer.
The world luxury association international special researcher Andy Kline introduced in conference, because a rise in the yuan and euro depreciation, increased the Chinese consumers in the purchasing power of the international market, at present the Chinese luxury consumption