奢侈品广告的营销策略_广告学.doc

摘要： 本文将奢侈品的广告营销策略作为研究对象。在世界经济贸易舞台上，奢侈品作为一种特殊的商品，依靠其独特的魅力和稀缺的资源越来越受到世人的关注。基于上述事实，本文立足于奢侈品行业的发展历程，并且结合中国的奢侈品消费市场，对于奢侈品的广告营销进行了探讨分析，对于广告营销的策略进行了归类总结。

关键词：奢侈品  广告  营销  策略

Abstract：This paper focuses on luxury advertising marketing strategy. In the world economic and trade stage, as a special kind of commodity, relying on its unique charm and scarce resources，luxury get more and more attention of the world. Based on these facts, this paper based on the luxury industry development, combining with the Chinese luxury consumption market, analysis luxuries advertising marketing, marketing strategies for advertising classified summarized. 

Key Words：Luxury; advertising; marketing; strategy

目录

摘要

Abstract

引言

1奢侈品及其特点

2奢侈品营销的理论与策略研究

2.1奢侈品营销理论

2.2奢侈品的营销策略

3奢侈品广告营销策略研究

3.1奢侈品广告营销的发展

3.2奢侈品广告营销的原则

3.3奢侈品广告营销的核心内容和目的

3.4奢侈品广告营销的策略

结论

致谢

参考文献