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基于消费者心理的中国奢侈品营销策略分析——以CHANEL为例 - 副本

基于消费者心理的中国奢侈品营销策略分析——以CHANEL为例 - 副本
基于消费者心理的中国奢侈品营销策略分析——以CHANEL为例 - 副本

基于消费者心理的中国奢侈品营销策略分析——以

CHANEL为例

摘要:在欧美经济发达国家中,消费者针对奢侈品的消费已历经上百年的风雨历程。现阶段我国经济得到健康而快速的发展,城镇的人口数量与日俱增,使公众的消费能力得到持续的提高,同时不断优化消费的理念,更多的人存在享用奢侈品的意愿。古奇与路易威登以及香奈尔等国外奢侈品的品牌向我国市场大举进军,在运营方面获取成功。

我国奢侈品行业孕育着无限的商机、市场的容量持续增加且趋向于庞大的状态。我国消费者不断增强消费的意识且提高消费的能力,针对奢侈品的需求与日俱增。毋庸置疑,我国将成为消费奢侈品的大国,然而其市场处于刚起步阶段,诸多层面有待于完善与优化:其消费的观念滞留在较初级的环节,需要进一步增强针对奢侈品的认知与理解。同时基于奢侈品行业、我国企业呈现出缺位的现象,也就是说奢侈品的品牌没有产生,只能看到外国品牌的大肆进军而望洋兴叹,不能积极广泛地参与其竞争。

本文阐述国内外奢侈品品牌的发展历程,阐述其市场的主要特征,探究其发展的态势,剖析本土奢侈品在发展的过程中所需面对的源自于外部环境的机会与威胁,以消费者消费奢侈品的心理(以Chanel为例)为研究对象,设计调研对象,对其展开了深入研究,剖析多元化影响因素的重要程度;有的放失地针对奢侈品市场提出行之有效的营销策略,并描述了发展的前景。

关键词:奢侈品;消费者心理;策略

Analysis of Chinese Luxury Marketing Strategy Based on Consumer Psychology: A Case Study of

CHANEL

Abstract:In the developed countries of Europe and the United States, consumers have been experiencing the consumption of luxury goods for hundreds of years. At this stage, China's economy has developed healthily and rapidly. The population of cities and towns is increasing day by day, which has continuously improved the public's spending power. At the same time, the concept of consumption has been continuously optimized, and more people have the willingness to enjoy luxury goods. Gucci and Louis Vuitton and Chanel and other foreign luxury brands have made great strides in the Chinese market and succeeded in operations.

China's luxury goods industry is bred with unlimited business opportunities, and the market's capacity continues to increase and tends to be huge. Chinese consumers continue to increase their awareness of consumption and increase their ability to consume, and the demand for luxury goods is increasing. Undoubtedly, China will become a big country in the consumption of luxury goods. However, its market is in its infancy, and many aspects need to be improved and optimized: its concept of consumption stays in the primary stage, and it needs to further enhance the cognition and understanding of luxury goods. . At the same time, based on the luxury goods industry, Chinese enterprises have shown a phenomenon of lack of position, that is to say, the brand of luxury goods has not been produced. Only foreign brands can be seen to enter the army and look forward to sigh, and they cannot actively and extensively participate in their competition.

This paper expounds the development history of luxury brands at home and abroad, expounds the main characteristics of its market, explores its development trend, and analyzes the opportunities and threats that local luxury goods need to face in the process of development from the external environment. The psychology of consuming luxury goods (taking Chanel as an example) as the research object, designing the research object, conducting in-depth research on it, analyzing the importance of the factors affecting diversification; some deliberately proposing effective marketing for the luxury goods market. Strategy and describe the prospects for development.

Keywords: luxury goods; consumer psychology; strategy

目录

一、绪论 (1)

(一)研究的背景和意义 (1)

1、研究的背景 (1)

2、研究的意义 (1)

(二)研究的对象 (2)

(三)研究的主要内容 (2)

(四)研究的思路和框架 (3)

二、相关理论及文献综述 (4)

(一)奢侈品的定义 (4)

(二)奢侈品消费的心理分析 (4)

(三)基于消费者心理的中国奢侈品营销策略分析的研究综述 (5)

三、中国消费者奢侈品购买动机的实证分析 (7)

(一)影响中国奢侈品营销策略的问卷调查 (7)

(二)数据的收集与样本信息 (7)

1、样本的描述性统计分析 (7)

2、样本性别分布 (7)

3、样本的年龄分布 (8)

4、样本的月平均收入分布 (8)

5、样本购买奢侈品考虑因素分布 (9)

6、样本购买奢侈品花费金额分布 (9)

7、样本购买奢侈品渠道分布 (9)

8、样本购买CHANEL动机情况分布 (10)

(三)购买动机分析 (12)

1、奢侈品消费购买动机: 炫耀、追求质量、享乐主义与自我赠礼 (12)

2.不同收入层级购买动机比较 (12)

3、不同收入层级购买行为比较 (13)

4、不同性别购买动机比较 (14)

5、消费动机与赠送行为的关系 (15)

四、基于购买动机的奢侈品消费心理分析 (16)

(一)影响我国消费者奢侈品消费心理的因素 (16)

1、社会因素 (16)

2、个人因素 (16)

(二)我国消费者奢侈品消费心理的分析与引导 (17)

(三)奢侈品购买中存在的心理问题 (18)

1、做生意要讲排场 (18)

2、追求优越感,满足虚荣心 (18)

3、炫耀,要面子 (18)

4、跟随流行的从众、攀比性消费心理 (19)

5、模仿性消费心理 (19)

6、情绪性消费心理 (19)

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