本科论文摘 要随着经济的发展，奢侈品购买已经在全世界人们心中形成消费热潮，奢侈品及其相关产业蓬勃多样的发展，尚不说已经长期存在于高品质消费文化相对成熟的欧美等发达国家，在经济势头发展强劲的发展中国家，例如俄罗斯、中国、印度、巴西等，奢侈品消费已经成为成功人士和富有的人们潜移默化的需求。 本文以奢侈品的营销为主要依托，以 CHANEL 为典型，以小见大，具体分析奢侈品行业存在的问题，在 4p 理论的基础上，研究 CHANEL 的高价格，高定位的营销策略，并且通过研究 CHANEL 的营销策略，发现她在价格定位渠道方面的不足之处，提出解决措施，希望能给相关行业有借鉴作用，促进奢侈品整个行业的发展壮大。关键字:奢侈品，营销，品牌形象，消费心理本科论文AbstractAlong with the development of the economy,buying luxury goods has proved to be a consumption boom in the hearts of people all over the world,the varity of luxury related industries develops,not to mention western developed superior quality and consumption culture relatively nature countries,in the strong economic momentum developing countries,such as Russia,China,India,Brazil,luxury goods has become the influence character by environment demand about the successful person and the wealth.Based on the marketing of luxury,for a typical og CHANEL,seeing big things through small ones,making a concrete analysis of each specific question about luxury industry.In order to four ‘p’ theory,concentrating on the high price high position of CHANEL marketing strategy,seeing her disadvantage of price,location and place,put forward measures.Hope to relevant industries have a reference,promoting the development and growth of the entire luxury industry.Keywords: Luxury goods,Marketing, Brand image, Consumer psychology目 录前 言.................................................................61 绪论................................................................61.1 研究背景...............................................
