消费者心理的奢侈品Calvin Klein在中国市场的营销策略

摘要：近几年，中国经济飞速增长提高了国民生活水平，导致了国民消费观念的改变，奢侈品消费市场也得以迅速发展，我国潜在的市场成长空间将成为国际大品牌入驻的首选之地。因此，如何准确的把握消费者的心理，并且运用恰当的营销策略是一个非常有意义的研究课题。由于我国本土文化和消费者心理存在显著的差异，因此本文在对我国奢侈品消费市场现状和消费群体消费心理进行分析的前提下，深入了解了低端奢侈品Calvin Klein和高端奢侈品LOUIS VUITTON目前的营销策略，结合当前国内奢侈品营销普遍存在的问题，着重探讨了奢侈品在中国市场营销策略的选择，为奢侈品营销提供了一些可行性较强，符合中国消费者的营销策略。48940

毕业论文关键词：奢侈品；消费者心理；Calvin Klein；LOUIS VUITTON

Based On Consumer Psychology Luxury Chinese Marketing Strategy—For Calvin Klein

Abstract: With the development of China's economic, people's living standards are improving and the consumption concept is changing, which promoted the rapid development of luxury consumer market. How to accurately grasp the consumer psychology and the use of proper marketing strategy is a very interesting research topic. Because of local culture and consumer psychology there is a significant difference. In this article, under the premise of the current situation of the luxury consumer groups and consumer market analysis, in-depth understanding of the low-end and high-end luxury Calvin Klein luxury LOUIS VUITTON current marketing strategy, combined with the widespread problem of the current marketing luxury goods, marketing strategy focused on the choice of luxury goods in the Chinese market for luxury marketing provides a feasible strong, in line with China's consumer marketing programs.

Key Words: Luxury goods; Consumer psychology; Calvin Klein；LOUIS VUITTON

一、绪论１

（一）研究目的１

1、国外研究现状１

2、国内研究现状２

二、关于奢侈品的概述３

（一）奢侈品的定义３

（二）奢侈品的特征３

（三）奢侈品的类型４

三、中国奢侈品消费市场的研究５

（一）中国奢侈品消费市场发展现状５

（二）中国奢侈品消费市场目前存在的问题６

四、中外奢侈品消费者心理对比８

（一）国外奢侈品消费者的消费心理８

（二）中国奢侈品消费者的消费心理８

1、中国奢侈品消费人群８

2、中国奢侈品消费者的心理特征１０

（三）中国消费者奢侈品消费心理的影响因素１２

1、文化因素１２

2、社会因素１２

3、个人因素１３

五、高低端奢侈品品牌营销策略分析１４

（一）高端奢侈品LOUIS VUITTON的营销策略分析１４

（二）低端奢侈品Calvin Klein的营销策略分析消费者心理的奢侈品Calvin Klein在中国市场的营销策略:http://www.751com.cn/guanli/lunwen_51696.html