【作者】 蔡依璐；

【导师】 卫军英；

【作者基本信息】 浙江大学 ， 传播学， 2007， 硕士

【摘要】 新奢侈品以高价、优质,且能给消费者带来情感慰藉而著称,它的价值核心不在于使用价值,更大意义上源于无形的情感价值。其中时尚文化为新奢侈品个性与风格、创新与探索、潮流与舒适感三方面的情感意义提供内驱力,是新奢侈品消费的内在动因和重要推力。时尚文化作为新奢侈品研究的重要指涉角度,它对新奢侈品营销传播的作用主要体现在三方面。首先,时尚文化是新奢侈品营销符号植入和信息整合的主要依据。从信息传播的角度看,新奢侈品营销传播意味着信息整合、发布、流通和管理的过程。在时尚文化双向互动的传播法则观照下,考察时尚文化的发展阶段和演变规律,有利于进行新奢侈品营销传播内容层面的信息输入和整合。其次,时尚文化是衡量新奢侈品消费者需求特征的重要参照。新奢侈品消费者作为时尚消费敏感群体,其消费习惯、生活方式和消费观念都为一定的时尚文化所塑造和影响。最后,时尚文化是考察新奢侈品营销传播路径的起点。时尚文化作为大众文化中最有影响力的文化层面之一。与大众传媒有着共生共荣的紧密关系。社会经济和媒体技术的发展丰富了时尚文化传播的媒介形态,这种多元化的传播媒介不仅为新奢侈品营销传播提供有效的信息接触点和传播渠道,同时为在时尚化生存背景下探索植入式营销、体验营销和新媒体营销这三种创新营销路径创造机会和可能性。更多还原

【Abstract】 The new American luxury, well-known for its high price and good quality, is a kind of product that brings great emotional satisfaction to consumers. Its core value, besides the practical usage, lies more on the invisible emotional side among which the fashion culture forms the most important element. The fashion culture is the inner motivation of luxury consumption and in the marketing communication area, its functions are mainly displayed in the following three aspects. Firstly, the fashion culture is a foundation of the semiotic placement and information integration of new American luxury marketing. At the angle of information communication, the new American luxury marketing means the process of information integration, release, circulation and management. From a perspective of the developing discipline and spreading profile of fashion culture, the information input and integration of new American luxury marketing could be greatly favored. Secondly, the fashion culture is a reference to measure consumers’ psychological demand characteristics. The new American luxury consumers are sensitive to fashion consumption, their consumption habits, life style and consumption concepts are always formed and influenced by certain fashion culture. Finally, the fashion culture is a starting point to explore the path of new American luxury marketing communication. As one of the most important lay of mass culture, the fashion culture correlates closely to the mass media. The development of social economy and communication technology has enriched the existing forms of mass media, which not only facilitates the management of information contacts and marketing method, but also brings about chances and possibilities for the original path exploration of new American luxury marketing against the fashionable life background.更多还原