国际奢侈品品牌在中国的发展战略研究—以LVMH为例.doc

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摘要:随着中国经济的腾飞,国人的生活品质有了很大的提升。除了解决温饱问题外,对衣食住行的要求亦是越来越高,购买国际顶级奢侈品不再天方夜谭。近些年来,奢侈品这个曾被视为贵族产品成为一大热点,正渗透着中国市场。国外奢侈品公司近年开始注意到中国市场的潜力,希望能打开正在飞跃发展的中国市场。中国自身虽拥有奢侈品牌,但相对发达国家而言,仍然有很大的上升空间。了解国外奢侈品品牌如何在世界在中国发展,可以为国内打造奢侈品提供宝贵的经验。本文将通过研究国外奢侈品公司在中国的市场现状,消费者构成,国际奢侈品品牌中国市场发展决定因素,来分析其在中国市场发展的策略以及前景。并与中国的奢侈品品牌作比较,提出提高本土奢侈品竞争力的策略。

关键词: 奢侈品  中国市场  发展战略

 

Abstract:With the development of economic, People's quality of life have improved greatly. In addition to solve the problem of food, People set more and more high requirements to shelter and food. It is possible to purchase international top luxury. Recently, Luxury which was once regarded as noble products become popular and has great influence in china market. Foreign luxury companies in recent years beginning to pay attention to the Chinese market, and they hope to open the Chinese market. Though China itself has a luxury brand, relative to the developed countries, they need to develop in the future. Understanding foreign luxury brands in the world how development in China, can provide valuable experience for domestic market. This paper will research foreign companies in China to luxury market situation, consumer constitute, marketing channels to analyze their in the Chinese market competitiveness. And with China's luxury brands compare, it put forward to enhance the competitiveness of local luxury strategy. 

Key Words:Luxury goods    China Market   Development strategy

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