【作者】 周洁；

【导师】 王军元；

【作者基本信息】 苏州大学 ， 传播学， 2008， 硕士

【摘要】 中国在奢侈品领域的消费能力呈现出越来越强的趋势,奢侈品消费将有力地推动我国经济的发展和文化的输出。但是在国人奢侈品消费能力日益增长的同时,国内的奢侈品牌发展却远远没有以相同的速度跟上,本土奢侈品牌严重缺失。本文通过分析大量世界顶级奢侈品牌的品牌塑造方法,归纳出奢侈品品牌塑造的一般方式,并就本土奢侈品牌的缺位原因进行了分析,提出可行的解决方案。更多还原

【Abstract】 China in the field of luxury goods consumption is showing a growing trend, which will effectively promote China’s economic development and cultural output. With the Chinese luxury consumption growing , the development of the domestic luxury brand is far from the same speed to keep up with, which makes the domestic luxury brand’s deficiency. The thesis includes the general approaches of luxury brands’Building through a large number cases of the world’s top luxury brands and analyzes the reasons for the absence of the local luxury brands, then proposes the feasible solutions to found domestic luxury brands.更多还原