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时尚品牌的基本营销策略Basic marketing strategy of fashion brand

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-06-09编辑:anne点击率:1094

论文字数:1955论文编号:org201706091601487603语种:英语论文 English地区:英国价格:$ 22

关键词:时尚品牌营销策略Basic marketing strategyfashion brand

摘要:在这个项目中,首先,奢侈品和顾客心理将被解释在豪华客户部分。其次,探讨了营销策略中的价格策略、产品策略、场所策略和促销策略。

1. Introduction介绍


顾客的时尚是进入“时尚社交圈”的门票。深入了解顾客行为是影响企业营销能力和营销水平的重要因素。伦敦、纽约、东京和巴黎正在聚集时尚场所。随着人们生活水平的提高,服装、穿着、旅游、汽车、装饰等服装需求迅速增加。
即使是下雨天,牛津街的伦敦仍然有很多购物者。根据每个国家的文化和经济发展,不同品牌的需求是不同的。欧洲奢侈品的客户群是在40-70岁,但在中国的客户群集中在年轻人,通常不超过40岁。随着日本和韩国市场的饱和,中国经济的快速发展已经成为奢侈品的主要市场。同时,欧洲进入了快速时尚的时代(gutsatz & - 2013)。因此,本项目将探讨不同层次的时尚品牌市场。
Fashion is a ticket of customer to enter a 'fashionable social circle'. Depth of understanding of customer behavior is an important factor of enterprise's ability and level of Marketing. London, New York, Tokyo and Paris, are gathering places for fashion. Following the improvement of people's live, the fashion demand of dress, wearing, travel, auto and decoration are increasing quickly. 
Even the rainy days, the Oxford Street in London still have a lot of shoppers. Depending on the cultural and economic development of each country, the demand of vary brand is different. European luxury customer base is in 40-70 years old, but in China the customer base is to focus on young people that usually less than 40 years old. With the saturation of the Japanese and Korean markets, rapid economic development of China has become the main market of luxury goods. At the same time, Europe has entered the era of fast fashion (Gutsatz&Auguste 2013). Therefore, this project will discuss the market of different level fashion brand. 
In this project, firstly, the luxury and customer psychology will be explained in the luxury customer part. Secondly, the price strategy, product strategy, place strategy and promotion strategy will be discussed in marketing part. Finally, the summary and recommendations will be explained in conclusion part.  

Contents目录
1. Introduction 2
2. Luxury customer 3
2.1 Luxury features 3
2.2 Consumer Psychological Analysis in China 4
3. Marketing strategy 5
3.1 Product Strategy 5
3.2 Price Strategy 6
3.3 Place Strategy 7
3.4 Promotion Strategy 7
4. Conclusion 8
References 8

4. Conclusion总结


In conclusion, each luxury brands are derived from the special cultural. Every brand hastheir own well know moving story. The root of the charm of luxury is from origin story. This kind of culture achieves tidy’s luxury brands. The basic goal of marketing is to achieve change in marketing and consumers two-way action from the basic objective of marketing. Luxury consumer search product information in different psychology, so marketers through the collection of relevant information and consumer psychology and behavior to use suitable means of marketing to stimulate consumer, in order to achieve stimulate consumers to buy.
Usually, hunger marketing is useful for luxury. Most luxury good are limited production. Keeping noble gesture can more attract consumers, although consumers do not know you in the end how much production (Osterwalder&Pigneur 2010).

References
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