GUCCI中国市场营销策略研究

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2024年5月17日发(作者：)

本科论文

摘 要

随着政策、经济、社会等因素不断蓬勃发展，人们开始使用越来越多的奢侈

品，有能力消费的顾客也越来越多，迎合市场需求的奢侈品行业高速发展，区别

于传统奢侈品行业的依靠全手工、高层次、小范围传播的限制发展条件，也和普

通日常消费品行业不同，这是不可缺少的现代商业大众化、个性化产物。

中国消费者的消费意识、消费水平都是随着经济、生活水平的提高不断增长

的，海外奢侈品品牌也不会停下全球布局的步伐，可以说，当前的中国市场已经

成为众多奢侈品牌的角逐之地。

结合国内外对奢侈品的相关发展研究和市场营销学等文献及研究结果，对

GUCCI中国市场发展概况、GUCCI中国市场营销现状进行了梳理。其中应用了

PEST分析法和SWOT分析法对GUCCI中国市场营销宏观、微观环境进行分析，

之后再通过STP市场分析，4P理论对GUCCI中国市场的营销策略进行针对性

解读，找出问题并提出自己的改善措施，最后结合未来发展形势，提出展望，塑

造经典。

关键词：

奢侈品；市场营销；营销策略；策略分析

本科论文

ABSTRACT

Therefore, the new luxury industry is developing gradually, people's living

standard is improving gradually,and it is a sunrise industry that is obvious to

rapid development of the luxury industry, which caters to the market demand, is

different from the traditional luxury industry which relies on handwork, high level

and small spread. It is also different from the ordinary daily consumer goods industry,

which is an indispensable modern commercial popularization and personalized

consumption consciousness and consumption level of Chinese consumers

are growing with the improvement of the economy and living standard, and overseas

luxury brands will not stop their global layout. It can be said that the current Chinese

market has become a competitive place for many luxury brands. It is different from

the traditional luxury industry, and also different from the ordinary consumer goods

industry,the Chinese market has become a battleground for many luxury brands.

The development of new luxury goods is much later than that of luxury goods. In

a sense, it is the product of the popularization of traditional luxury goods. Its

characteristic is high quality, the price is not low, can batch produce and the craft is

first-class. Chinese consumers' consumption of new luxury goods is growing rapidly,

and many new luxury brands overseas see China as an increasingly important

battleground. In this context, the behavioral characteristics of Chinese consumers'

consumption of new luxury goods and the marketing strategies of new luxury goods

in China have attracted more and more attention.

PEST analysis method was applied to GUCCI China marketing macro

environment were analyzed, and the application of SWOT analysis method to analyze

microcosmic environment GUCCI China marketing,Then, through STP market

analysis, the 4P theory makes a targeted interpretation of GUCCI's marketing strategy

in the Chinese market, finds out the problems and proposes its own improvement

measures and analyze the GUCCI China marketing strategy, mainly analyzes the

product strategy,

KEY WORDS:Luxury goods;Marketing; Marketing strategy; Strategy analysis

本文标签： 中国发展奢侈品市场营销