Dior 品牌塑造与营销模式研究内 容 摘 要作为对经济社会具有独特意义的一类商品，在中国经济消费的不断发展下，中国人民的对奢侈品的刻板印象已经逐渐减弱，奢侈品在中国的经济的大舞台发挥着不容小觑的作用。在腾讯广告与波士顿咨询（BCG）联合发布的《2019中国奢侈品消费者数字行为》报告中显示，年轻化、区域化、社交化是中国消费者的奢侈品消费行为即将呈现的发展趋。Dior 作为一个历史悠久，品牌文化独特、鲜明的奢侈品品牌，在中国的奢侈品市场影响重大。本文主要以研究Dior 品牌的品牌塑造及其营销模式，研究其营销模式的主要特征、在市场的主要竞争优势、存在的问题以及对其营销策略提出改进意见。通过对法国奢侈品大牌 Dior 的研究，为我国本土奢侈品品牌塑造和营销模式提供借鉴依据，促进我国本土奢侈品品牌的发展。关键词：奢侈品；品牌塑造；营销模式；DiorIResearch on Dior's Brand building and Marketing modelAbstractAs a kind of goods with unique significance to the economic society, with the continuous development of China's economic consumption, the stereotype of Chinese people on luxury goods has gradually weakened, and luxury goods play an important role in the economic arena of China. According to the 2019 China luxury consumer digital behavior report jointly released by Tencent advertising and Boston Consulting (BCG), youth, regionalization and socialization are the development trend of luxury consumer behavior of Chinese consumers. Dior, as a luxury brand with a long history and unique brand culture, has a significant impact on China's luxury market. This paper mainly studies the brand building and marketing mode of Dior brand, the main characteristics of its marketing mode, the main competitive advantages in the market, the existing problems and the improvement of its marketing strategy. Through the study of Dior, a famous luxury brand in France, it can provide reference for our local luxury brand building and marketing mode, and pr...
