【作者】 荣莉；

【导师】 李凯；

【作者基本信息】 东北大学 ， 工商管理（专业学位）， 2015， 硕士

【摘要】 2012年起,随着中国经济增长放缓,政府反腐力度加强,又加上中国奢侈品消费者消费趋于理性、成熟,奢侈品牌在中国开始面临新的挑战。面对这样的情况,各品牌营销策略需要做出调整,以适应一系列的市场变化。本文是在此背景下,以德国奢侈品牌HD品牌为研究对象,调整其在中国奢侈品市场转型期采取的营销方式,以品牌营销为导向,获得真正的理解,欣赏,改进HD品牌的客户忠诚度,为品牌的长远发展打下了坚实的基础。首先,本文对奢侈品牌和品牌营销理论和文献综述进行了研究,解释了品牌营销对奢侈品牌的重要意义;然后以HD品牌为研究主体,阐述了其在中国的发展历史和业务状况,并列出现阶段HD品牌营销中遇到的问题和挑战;接着,本文又对HD品牌进行了外部和内部环境分析:在外部环境分析中,我从中国经济,政府政策和竞争品牌入手,进行了分析;内部环境分析则是从HD品牌自身的品牌形象,市场推广方式,客户关系管理、品牌维护等方面进行了分析。接着针对以上问题,本文提出了改进策略,认为可以从品牌个性、品牌传播、品牌销售、品牌管理等四方面进行改进。品牌文化方面,HD品牌应从品牌文化、品牌产品设计和品牌定价三个方面入手,明确品牌文化定位、改进品牌产品设计、调整定价策略;品牌传播方面,HD品牌应该丰富品牌文化传播的渠道及方式,加强客户关系管理,搭建品牌体验平台;品牌销售方面,HD品牌可以通过促销活动、发展线上渠道,提升品牌销售;品牌管理方面,HD品牌应该优化团队建设、加强品牌维护。为了确保如上营销策略的正常开展与实施,本文还从组织保障、人力资源保障和资金保障三个方面提出了 HD品牌市场营销策略实施的保障措施。本文通过对品牌公司营销策略具体实践问题的研究分析,结合运用相关理论,分析总结出科学合理的方案措施,为本公司的具体管理实践提供策略建议与决策参考。本文对HD品牌的研究不仅对其本身有一定的参考价值,也对其他同行业的品牌有一定借鉴和启示作用。更多还原

【Abstract】 Since 2012,Chinese economic growth has slowed down,Chinese administration has taken more serious anti-corruption measures,and Chinese consumers has become more rational in consumption.Facing such situation,luxury brands have to adjust their brand marketing strategy so as to adapt to a series of changes in the market.In this article,I take the German brand HD as the research object.In the transforming Chinese luxury market,HD has to adjust its marketing strategy to brand marketing oriented.In this way,HD can get a real understanding,appreciation from its customer,improve the customer loyalty and lay a solid foundation for its long-term development.In this article,firstly,I study the definition of luxury brands,brand marketing and refer to some literature reviews,explain the importance of brand marketing for luxury brands;secondly,I explain the history of HD and its current business conditions in China,and list the issues and challenges HD encounters in its present brand marketing strategies;then I make analysis about the external and internal environment of HD:in the part of external environment,I make analysis of Chinese economy,governmental policies and competitors;in the aspect of HD internal environment,I make analysis about brand HD from its brand personality,brand communication,brand sales and brand management.Lastly,based on the problems and analysis above,I make some improvement proposals.In the aspect of Brand Personality,HD should build clear brand culture image,improve brand product design,and adjust product price.In the aspect of Brand Communication,HD should take more channels and measures,enhance CRM,set customer experience platform.In Brand Sales,HD should use promotion and online shopping channel.In Brand Management,HD should optimize team building and strengthen brand maintenance.In order to make sure the above strategies can be carried out smoothly,supporting measures in Organization,Human Resources and Finance are also pointed out.In this thesis,through the analysis of HD brand current marketing strategies and faced challenges,with reference to related theories,I sort out scientific and feasible measures to provide reference to the policy making of HD marketing strategies.Not only can this article provide some reference to HD but also it can give some reference and inspiration to other brands in luxury industry.更多还原