论境外奢侈品企业在中国的品牌文化策略.doc

论境外奢侈品企业在中国的品牌文化策略 Theory of Foreign Luxury Goods Companies in China Brand Culture Strategy 4、需要补充眉题。5、题目可以写，但内容不行。不能写成某家企业的经验总结。你这个不是论文，而是经验总结。所以，你必须在内容上重新写。6、正文部分的序号不符合规范。参考我昨天发的范文。 奢侈品的品牌文化营销中有两种方式：一是将与产品相关联、真实的历史文化背景作为营销着力点；二是挖掘产品历史溯源,将大众对历史的深厚情结融合到对产品品牌文化的解读中，从而产生某些无法言喻的特殊情感。奢侈品品牌文化影响下的市场营销策略Abstract In recent years, with the reform and open policy unceasingly on the rapid development of national economy, Chinas per capita income level and consumption ability is improve a lot compared with before the reform and opening up.So in foreign countries under the background of financial crisis, luxury goods market in China is still in the development of golden period, show the demand for luxury goods is growing, the main feature of luxury consumer purchase behavior in our country at present stage and its deep influence factors have important practical significance.Luxury goods in economics refers to the intangible value and the highest quality products.Luxury brand cultural marketing in two ways: one is associated with the product, the real historical and cultural background as a marketing focus;Second, mining product history, fused deep complex mass of history to the understanding of the product brand culture, resulting in a certain universal special emotion.Combined with the current situation of luxury market in China and the existing problems in and the luxury brand culture under the influence of the marketing strategy of two aspects analyzes the foreign luxury brand culture strategy of enterprises in China. Keywords: Luxury Brand Culture Marketing Strategy 目 录 摘要 I Abstract II 绪论 1 1 奢侈品的概述 2 1.1 奢侈品的定义 2 1.2 奢侈品的品牌文化 发展我国奢侈品消费市场的对策建议奢侈品品牌文化影响下的市场营销策略分析企业文化营绪 论 随着中国经济的快速发展，居民收入水平的大幅增长，中国的富裕人群快速涌现，，中国将是最具潜力的奢侈品消费大国。，，占全球市场的份额达到18%，是世界第三大奢侈品消费国，仅次于美国和日本。奢侈品在短短的几年中，就在中国这个大市场上快速成长和传播，对于奢侈品的需求量远远超过了经济学理论中均衡量。[1]奢侈品的品牌文化营销中有两种方式：一是将与产品相关联、真实的历史文化背景作为营销着力点；二是挖掘产品历史溯源,将大众对历史的深厚情结融合到对产品品牌文化的解读中，从而产生某些无法言喻的特殊情感。 1 奢侈品的概述 奢侈品(Luxury)在国际上被定义为“一种超出人们生存与发展需要范围的，具有独特