Burberry风衣江浙沪市场营销策略分析摘要随着全球经济一体化的不断发展，Burberry品牌的风衣在全世界范围内知名度正在不断上升。如今，国际社会贸易往来频繁，很多跨国公司都纷纷进入国内市场，开拓中国市场。近年来我国人们生活水平的普遍提高，人们不单单是像从前那样维持基本的生活，而开始追求更高层次的物质生活。整个社会的消费观念也跟以前发生了很大的改变。风衣作为经典的春秋季服饰，既凸显消费者的气质，又能修身，是服装界上的热销产品，burberry的风衣又是风衣中的顶级奢侈品，所以在奢侈品市场的地位颇高。颇受消费者关注和喜爱。在我国Burberry风衣是国民经济结构中重要的组成部分，代表着国民生活水平的提高，所以Burberry风衣的发展在一定程度上是我国国民的生活品质的标志。但Burberry风衣较为小众且组织结构相对简单，Burberry风衣必须要针对自身特点采取切实可行的营销策略才有可能在开拓国内市场的过程中取得成功，本文通过对burberry风衣的营销策略分析（江浙沪地区），探索其营销策略的优劣，分析现状，探索其精髓及不足，并以此提出相应的建议与改进措施。关键词：营销策略Burberry风衣对策AbstractWiththecontinuousdevelopmentofglobaleconomicintegration,thepopularityofBurberrybrandhasbeenincreasingworldwide.Nowadays,withfrequentinternationaltrade,manymultinationalcompaniesareenteringthedomesticmarketandexpandingintotheChinesemarket.Inrecentyears,people'slivingstandardhasbeenimprovedinChina.Peoplehavenotonlymaintainedthebasiclifeastheyoncedid,butalsobegantopursueahigherlevelofmateriallife.Thewholeconceptofconsumptioninsocietyhaschangedalot.Dustcoatastheclassicalageseasonclothing,highlightingthetemperamentofconsumers,andtocultivateone'smorality,beonthegarmentproductsselllikehotcakes,burberrytrenchcoatisdustcoatthetopluxury,sohighintheluxurymarketposition.Popularwithconsumers.Burberrytrenchcoatinourcountryisanimportantpartinnationaleconomystructure,representingthenationallivingstandardrise,sothedevelopmentoftheBurberrytrenchcoattoacertainextent,isthesignofthenationalqualityoflife.ButBurberrytrenchcoatisrelativelysmallandtheorganizationalstructureisrelativelysimple,Burberrytrenchcoatmustbeaccordingtotheirowncharacteristicstotakepracticalandfeasiblemarketingstrategyislikelytosucceedintheprocessofdevelopmentinthedomesticmarket,inthisarticle,throughanalyzingthemarketingstrategyofBurberrytrenchcoat(jiangsuarea),toexploretheprosandconsofitsmarketingstrategy,analyzingthestatusquo,exploretheessenceanddisadvantages,andputsforwardcorrespondingSuggestionsandimprovingmeasures.Keywords:marketingstrategy,Burberrywindcoat,Countermeasur目录一、研究背景及意义...............................................1（一）研究背景...............................................1（二）研究内容及意义.........................................1二、文献综述.....................................................2（一）文献回顾...............................................2（二）理论综述...............................................3（三）本文的研究思路.........................................3三、burberry风衣（服饰类奢侈品行业）市场营销的相关理论综述.......4（一）宏观环境分析（PEST分析）...............................4（二）微观环境分析（波特五力模型分析）........................5四、burberry风衣营销现状分析.....................................6（一）burberry风衣概况.......................................6（二）江浙沪地区burberry专柜分布情况以及特点.................8（三）burberry风衣的SWOT分析................................8（四）STP战略分析.............................
