中国本土奢侈品牌发展研究
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摘要
随着经济社会的发展,中国奢侈品市场也日益扩大,尤其在经济危机的背景下,中国奢侈品市场逆市上扬,推动了世界经济的发展。面对中国庞大的奢侈品消费市场和巨大的消费潜力,国外知名奢侈品牌纷纷大举进军,但我国却未出现同等水平的本土奢侈品牌与之抗衡。
本文以品牌定位理论、市场营销理论为依托,广泛地运用了经济学、消费学、管理学等多门学科、多个领域内的相关知识点,将理论与实践相结合,提出发展我国本土奢侈品牌的基本思路和战略。在理论方面,通过对奢侈品、品牌、奢侈品牌三者的概念、特征的系统性分析,得出奢侈品和奢侈品牌之间的辩证关系。在实践方面,通过对国际奢侈品市场和国内奢侈品市场的比较分析,总结出我国奢侈品市场所具备的特征,以及在本土奢侈品牌发展方面具备的优势和困境；同时文章指出,在具体的实践操作中,要注意发展本土奢侈品牌所要具备的三大要素,据此结合可行性的发展途径——并购、合作与独立创建；最后,文章还从国家、企业和消费者三个方面,对促进我国本土奢侈品牌的创建所要采取的相应措施进行了阐述。
With the economy developing, the luxury market in China is spreading quickly. Under the condition of the financial crisis, the China luxury market has a good and sound performance which accelerates the global economy. Facing the large market, famous foreign brands enter our country, but there isn't any similar brand of China to resist them.
This article refers to various regions such as economics, consuming, management and so on, and integrates the theories with practices to illustrate the developing roads and strategies. In the theory, the article explains luxury product, brand and luxury brand to get the relationship among them. In the practice, the article concludes the advantage and disadvantage of developing native brands by analyzing the international and national environment. At the same time, the article also points out the key factors and possible approaches of developing native brands. At last, some measures are illustrated to encourage the development of our native brands.
本文以品牌定位理论、市场营销理论为依托,广泛地运用了经济学、消费学、管理学等多门学科、多个领域内的相关知识点,将理论与实践相结合,提出发展我国本土奢侈品牌的基本思路和战略。在理论方面,通过对奢侈品、品牌、奢侈品牌三者的概念、特征的系统性分析,得出奢侈品和奢侈品牌之间的辩证关系。在实践方面,通过对国际奢侈品市场和国内奢侈品市场的比较分析,总结出我国奢侈品市场所具备的特征,以及在本土奢侈品牌发展方面具备的优势和困境；同时文章指出,在具体的实践操作中,要注意发展本土奢侈品牌所要具备的三大要素,据此结合可行性的发展途径——并购、合作与独立创建；最后,文章还从国家、企业和消费者三个方面,对促进我国本土奢侈品牌的创建所要采取的相应措施进行了阐述。
With the economy developing, the luxury market in China is spreading quickly. Under the condition of the financial crisis, the China luxury market has a good and sound performance which accelerates the global economy. Facing the large market, famous foreign brands enter our country, but there isn't any similar brand of China to resist them.
This article refers to various regions such as economics, consuming, management and so on, and integrates the theories with practices to illustrate the developing roads and strategies. In the theory, the article explains luxury product, brand and luxury brand to get the relationship among them. In the practice, the article concludes the advantage and disadvantage of developing native brands by analyzing the international and national environment. At the same time, the article also points out the key factors and possible approaches of developing native brands. At last, some measures are illustrated to encourage the development of our native brands.
引文
1 维尔纳·桑巴特.《奢侈与资本主义》.上海人民出版社(第一版),2005年.
2 凡勃伦.《有闲阶级论》.商务印书馆,2004年.
3 路德维希·冯·米瑟斯.《自由与繁荣的国度》.中国社会科学出版社(第1版),2001年.
4 提勃尔·西托夫斯基. 《富足心理学》.中国人民大学出版社,2008年.
5 杨浩.国际奢侈品在中国的营销策略及启示.商业研究,2008,2：188～190.
6 张凤勤.国内奢侈品消费呈三大趋势.中国改革报,2006,2：1～2.
7 李晓慧.透视中国的奢侈品消费.华东经济管理,2005,10：118～121.
8 肖林.奢侈品大举进军中国.金融经济,2005,2：20～22.
9 杨清山.中国奢侈品本土战略.对外经济贸易大学出版社.2009.
[1]Dubios.B. and Patrick Duquesne. The Market for Luxury Goods:Income Versus Culture. European Journal of Marketing,1993,2.
[2]B.Morris. The Brands'The Thing. Fortune,1996,3.
[3]Verne Gary. Best Use of Out-of-Home:Stargate-Worldwide. Adweek, June19,2000.
[4]Phau.I. and Prendergast.G. Consuming Luxury Brands:The Relevance of the "Rarity Principle", Journal of Brand Management,2000.
[5]Wayne Friedman. Eagle-Eye Marketers Find Right Sport. Advertising Age,2001,11.
[6]Thomas T.Sermon, "Cutting Corner in Language Risky Business", Marketing New, 2001,4.
[7]Dubios.B., Laurent.Gand Czellar.S.. Consumer Rapport to Luxury:Analyzing Complex and Ambivalent Attitudes. Consumer Research Working Paper,2001.
[8]Kapferer J. N. Strategic Brand Management:Creating and Sustaining Brand Equity. Long Term Kogan Page,2004.
[9]Melewar, M.Meadows, W Zheng, R Tickards. The Influence of Culture on Brand Building in the Chinese Market. The Journal of Brand Management, June,2004.
[10]Hirano Koji Socha. Big Brands Opening Bigger Tokyo Stores. Miles Women's Wear Daily, August 12,2004.
[11]Nutley.Michael. Luxury Brands See the Value of Moving Ads Online. New Media Age, October 21,2004.
[12]Jonathan A. Parker. Luxury Good and the Equity Premium. The Journal of Finance, 2004.
[13]Francesca.R,Wendy.L and Angla.B. Dove Vs Dior:Extending Brand Extension Decision—Making Process from Mass to Luxury. Australasian Marketing Journal,2004.
[14]Kyoungmi Lee, Sharon Shavitt. Special Session Summary:the Influence of Culutre Thinking Style on Evaluative Process. Advances in Consumer Research,2004.
[15]Marieke de Mooij. Consumer Behavior and Culture-consequences for Global Marketing and Advertising. SAGE Publication,2004.
[16]Vigneron.F., Johnson.L.W., Measuring Perceptions of Brand Luxury. Brand Management,2004.
[17]Danziger, Pamela N. Let Them Eat Cake:Marketing Luxury to the Masses-as well as the classes. Dearborn Trade Publishing,2005.
[18]F.H. Rolf Seringhaus. Comparison of Website Usage of French and Italian Luxury Brands. Journal of Euro-marketing,2005.
[19]Mark Tungate. Fashion Brands:Branding Style from Armani to Zara. Kogan Page, 2005.
[20]B.Muller, B.Kocher. An Exploratory Study on Attitude Toward Luxury Products Counterfeits and Imitations. Advances in Consumer Research,2007.
[21]让.诺尔.卡菲勒.战略性品牌管理.商务印书馆,2000.
[22]梁漱溟.东西文化及其哲学.商务印书馆,2000.
[23]路德维希.冯.米瑟斯.自由与繁荣的国度.中国社会科学出版社(第1版),2001.
[24]艾丰.名牌论.经济日报出版社,2001.
[25]李在永,李华.奢侈品消费相关问题探讨.商业时代,2002,12：36～37.
[26]罗子明.消费者心理学.清华大学出版社,2002.
[27]德尔.I.霍金斯,罗格.J.贝斯特,肯尼思.A.科尼.消费者行为学.机械工业出版社,2003.
[28]布莱思.消费者行为学精要.中信出版社,2003.
[29]凡勃伦.有闲阶级论.商务印书馆,2004.
[30]菲利普·科特勒,加里·阿姆斯特朗.科特勒市场营销教程.华夏出社,2004.
[31]维尔纳·桑巴特.奢侈与资本主义.上海人民出版社(第一版),2005.
[32]戴世富.奢侈品品牌是怎样炼成的.管理与财富,2005,7：40～41.
[33]江红译.奢侈的概念—概念及历史的探究.上海世纪出版集团,2005.
[34]梦霞.象征性购买行为的儒家文化价值观诊释.中国工业经济,2005,3：20～23.
[35]陈明.发展中国奢侈品产业打造中国奢侈品牌.中国学术期刊,天津科技大学研究生学士论文,2006：12～15.
[36]丁振东.中国奢侈品牌研究.中国学术期刊,首都经济贸易大学研究生学士论文,2006：8～10.
[37]郭妮君.从品牌文化看奢侈品的溢价效应.市场营销导刊,2006,5：25～27.
[38]李倩倩.中国奢侈品行业现状及发展策略分析.企业研究,2007,08：49～51.
[39]郭姵君.奢侈品理论的整合性框架研究.商业时代,2007,05：4～6.
[40]王晶,董娟.谁是顶级奢侈品消费的新生力量.中国经营报,2007,1：1～6.
[41]郭妮君.奢侈品整合性框架研究.商业时代.2007,5：4～7.
[42]张玉赋,李鹏,叶轻舟.奢侈品.北京工业大学出版社,2007.
[43]帕梅拉.丹席格.M型社会新奢华行销学.脸谱出版,2007.
[44]罗达.柯达尔.亚洲名牌圣教.天下文化出版社,2007.
[45]陈宪.中国奢侈品消费行为分析.市场营销导刊,2007,1：55～58.
[46]巩振.中国奢侈品消费的参照群体效应研究.商业时代,2007,7：22～23.
[47]郭妮君,苏勇.中国奢侈品消费动机与行为研究.管理评论,2007,9：10～12.
[48]矫桂兰,蒋智毅,窦风英.制约本土奢侈品牌成长的瓶颈因素探析.商场现代化,2008,9：104～106.
[49]矫桂兰,蒋智毅.从奢侈品牌的属性谈创建本土奢侈品牌的对策路径.重庆工学院学报,2008,4：41～43.
[50]郭姵君.奢侈品品牌资产研究.中国学术期刊,复旦大学博士学位论文,2008.
[51]提勃尔.西托夫斯基.富足心理学.中国人民大学出版社,2008.
[52]杨清山.中国奢侈品本土战略.对外经济贸易大学出版社,2009.
[53]李明.中国发展本土奢侈品牌之路思考.中国学术期刊,北京林业大学硕士论文,2009：20～21.
[54]梁琳.奢侈品的营销策略研究.商场现代化,2009,2：118～119.
[55]布鲁诺·兰纳,王瑄.中国——奢侈品的“圣地”.商学院,2009,8：74～76.
[56]迈克尔.R.所罗门.消费者行为学.中国人民大学出版社,2009.
[57]任明明.中国奢侈品的自主创新.消费导刊,2009,8：30～32.
[58]姜文君.浅谈中国奢侈品消费现状及探析.商场现代化,2010,6：4～5.
[59]矫桂兰.中国白酒高端品牌成长为奢侈品牌的主要路径探析.商场现代化,2010,4：46～50.
[60]陈峰.中国奢侈品消费现状及营销策略合作.经济与科技,2010,3：112～115
2 凡勃伦.《有闲阶级论》.商务印书馆,2004年.
3 路德维希·冯·米瑟斯.《自由与繁荣的国度》.中国社会科学出版社(第1版),2001年.
4 提勃尔·西托夫斯基. 《富足心理学》.中国人民大学出版社,2008年.
5 杨浩.国际奢侈品在中国的营销策略及启示.商业研究,2008,2：188～190.
6 张凤勤.国内奢侈品消费呈三大趋势.中国改革报,2006,2：1～2.
7 李晓慧.透视中国的奢侈品消费.华东经济管理,2005,10：118～121.
8 肖林.奢侈品大举进军中国.金融经济,2005,2：20～22.
9 杨清山.中国奢侈品本土战略.对外经济贸易大学出版社.2009.
[1]Dubios.B. and Patrick Duquesne. The Market for Luxury Goods:Income Versus Culture. European Journal of Marketing,1993,2.
[2]B.Morris. The Brands'The Thing. Fortune,1996,3.
[3]Verne Gary. Best Use of Out-of-Home:Stargate-Worldwide. Adweek, June19,2000.
[4]Phau.I. and Prendergast.G. Consuming Luxury Brands:The Relevance of the "Rarity Principle", Journal of Brand Management,2000.
[5]Wayne Friedman. Eagle-Eye Marketers Find Right Sport. Advertising Age,2001,11.
[6]Thomas T.Sermon, "Cutting Corner in Language Risky Business", Marketing New, 2001,4.
[7]Dubios.B., Laurent.Gand Czellar.S.. Consumer Rapport to Luxury:Analyzing Complex and Ambivalent Attitudes. Consumer Research Working Paper,2001.
[8]Kapferer J. N. Strategic Brand Management:Creating and Sustaining Brand Equity. Long Term Kogan Page,2004.
[9]Melewar, M.Meadows, W Zheng, R Tickards. The Influence of Culture on Brand Building in the Chinese Market. The Journal of Brand Management, June,2004.
[10]Hirano Koji Socha. Big Brands Opening Bigger Tokyo Stores. Miles Women's Wear Daily, August 12,2004.
[11]Nutley.Michael. Luxury Brands See the Value of Moving Ads Online. New Media Age, October 21,2004.
[12]Jonathan A. Parker. Luxury Good and the Equity Premium. The Journal of Finance, 2004.
[13]Francesca.R,Wendy.L and Angla.B. Dove Vs Dior:Extending Brand Extension Decision—Making Process from Mass to Luxury. Australasian Marketing Journal,2004.
[14]Kyoungmi Lee, Sharon Shavitt. Special Session Summary:the Influence of Culutre Thinking Style on Evaluative Process. Advances in Consumer Research,2004.
[15]Marieke de Mooij. Consumer Behavior and Culture-consequences for Global Marketing and Advertising. SAGE Publication,2004.
[16]Vigneron.F., Johnson.L.W., Measuring Perceptions of Brand Luxury. Brand Management,2004.
[17]Danziger, Pamela N. Let Them Eat Cake:Marketing Luxury to the Masses-as well as the classes. Dearborn Trade Publishing,2005.
[18]F.H. Rolf Seringhaus. Comparison of Website Usage of French and Italian Luxury Brands. Journal of Euro-marketing,2005.
[19]Mark Tungate. Fashion Brands:Branding Style from Armani to Zara. Kogan Page, 2005.
[20]B.Muller, B.Kocher. An Exploratory Study on Attitude Toward Luxury Products Counterfeits and Imitations. Advances in Consumer Research,2007.
[21]让.诺尔.卡菲勒.战略性品牌管理.商务印书馆,2000.
[22]梁漱溟.东西文化及其哲学.商务印书馆,2000.
[23]路德维希.冯.米瑟斯.自由与繁荣的国度.中国社会科学出版社(第1版),2001.
[24]艾丰.名牌论.经济日报出版社,2001.
[25]李在永,李华.奢侈品消费相关问题探讨.商业时代,2002,12：36～37.
[26]罗子明.消费者心理学.清华大学出版社,2002.
[27]德尔.I.霍金斯,罗格.J.贝斯特,肯尼思.A.科尼.消费者行为学.机械工业出版社,2003.
[28]布莱思.消费者行为学精要.中信出版社,2003.
[29]凡勃伦.有闲阶级论.商务印书馆,2004.
[30]菲利普·科特勒,加里·阿姆斯特朗.科特勒市场营销教程.华夏出社,2004.
[31]维尔纳·桑巴特.奢侈与资本主义.上海人民出版社(第一版),2005.
[32]戴世富.奢侈品品牌是怎样炼成的.管理与财富,2005,7：40～41.
[33]江红译.奢侈的概念—概念及历史的探究.上海世纪出版集团,2005.
[34]梦霞.象征性购买行为的儒家文化价值观诊释.中国工业经济,2005,3：20～23.
[35]陈明.发展中国奢侈品产业打造中国奢侈品牌.中国学术期刊,天津科技大学研究生学士论文,2006：12～15.
[36]丁振东.中国奢侈品牌研究.中国学术期刊,首都经济贸易大学研究生学士论文,2006：8～10.
[37]郭妮君.从品牌文化看奢侈品的溢价效应.市场营销导刊,2006,5：25～27.
[38]李倩倩.中国奢侈品行业现状及发展策略分析.企业研究,2007,08：49～51.
[39]郭姵君.奢侈品理论的整合性框架研究.商业时代,2007,05：4～6.
[40]王晶,董娟.谁是顶级奢侈品消费的新生力量.中国经营报,2007,1：1～6.
[41]郭妮君.奢侈品整合性框架研究.商业时代.2007,5：4～7.
[42]张玉赋,李鹏,叶轻舟.奢侈品.北京工业大学出版社,2007.
[43]帕梅拉.丹席格.M型社会新奢华行销学.脸谱出版,2007.
[44]罗达.柯达尔.亚洲名牌圣教.天下文化出版社,2007.
[45]陈宪.中国奢侈品消费行为分析.市场营销导刊,2007,1：55～58.
[46]巩振.中国奢侈品消费的参照群体效应研究.商业时代,2007,7：22～23.
[47]郭妮君,苏勇.中国奢侈品消费动机与行为研究.管理评论,2007,9：10～12.
[48]矫桂兰,蒋智毅,窦风英.制约本土奢侈品牌成长的瓶颈因素探析.商场现代化,2008,9：104～106.
[49]矫桂兰,蒋智毅.从奢侈品牌的属性谈创建本土奢侈品牌的对策路径.重庆工学院学报,2008,4：41～43.
[50]郭姵君.奢侈品品牌资产研究.中国学术期刊,复旦大学博士学位论文,2008.
[51]提勃尔.西托夫斯基.富足心理学.中国人民大学出版社,2008.
[52]杨清山.中国奢侈品本土战略.对外经济贸易大学出版社,2009.
[53]李明.中国发展本土奢侈品牌之路思考.中国学术期刊,北京林业大学硕士论文,2009：20～21.
[54]梁琳.奢侈品的营销策略研究.商场现代化,2009,2：118～119.
[55]布鲁诺·兰纳,王瑄.中国——奢侈品的“圣地”.商学院,2009,8：74～76.
[56]迈克尔.R.所罗门.消费者行为学.中国人民大学出版社,2009.
[57]任明明.中国奢侈品的自主创新.消费导刊,2009,8：30～32.
[58]姜文君.浅谈中国奢侈品消费现状及探析.商场现代化,2010,6：4～5.
[59]矫桂兰.中国白酒高端品牌成长为奢侈品牌的主要路径探析.商场现代化,2010,4：46～50.
[60]陈峰.中国奢侈品消费现状及营销策略合作.经济与科技,2010,3：112～115