国外奢侈品营销对中国的启示
毕业论文关键字：奢侈品 中国 市场需求 消费潜力 国外品牌
The Implications of foreign luxury marketing to china
Abstract：In the past few years,Chinese consumer showing a strong capability of luxury consumption，which stimulating the demand for luxury goods in the world. Not only that，so many luxury brands across the sea, for the "golden" treasure because of huge consumption potential of Chinese luxury market. Many well-known luxury brands have their own means and the charm, which make each of them occupy a certain market share in Chinese. Consumers frenetic and respected more on luxury which belongs to the European royal before. Chinese local luxury brands is mediocre，and could not such a good opportunity In front of the huge business opportunities. As the winner in the competition, what is the magic weapon for the foreign brand. How they Analysis Chinese consumer psychology? How much the gap between Chinese luxury brands and foreign brands. And we need to learn their successful experience from them to help Chinese luxury brand out to better and in response to a more intense market competition.
Key words：luxury goods；china；the demand of market；the potential of consumption；the foreign brand
目录
一、奢侈品概述 4
（一）奢侈品的定义及特征 4
（1）奢侈品的定义 4
（2）特征 4
（二）奢侈品的消费动机 6
二、国外奢侈品市场营销现状 6
（一）现状 6
（二）特点 7
三、中国奢侈品市场营销现状 8
（一）现状 8
（二）问题 11
四、国外奢侈品在中国市场的营销策略分析 12
（一）产品策略 12
（二）价格策略 12
（三）渠道策略 13
（四）媒体、文化、名人综合策略 14
五、案例分析 15
（一）国外奢侈品牌成功案例 15
（二）国内奢侈品牌失败案例 16
优尔、国外奢侈品营销对中国奢侈品营销的启示 17
致谢 19
参考文献 20
一、奢侈品概述
（一）奢侈品的定义及特征
（1）奢侈品的定义
奢侈品对实质的物质和历史文化的综合阐述，是不能单方面的去理解它。
奢侈一词最早来自于拉丁文，它原本的意思是指“超强的再生能力”，经过很长一段时间后，含义发生了很大的变化，逐渐的变为一种贬义的词语，比如，无节制、浪费等。在此之后，人们接受并一直使用这种概念。但运用的最多的方面还是在产品的生产和日常使用过程中，意指超过了原本支出成本或生活消费的现象。
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