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小众奢侈品品牌市场细分研究——以英国奢侈品品牌潘海利根为例分析

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摘要 全球奢侈品市场的快速增长吸引了越来越多研究者的关注,对奢侈品品牌进行市场细分是对奢侈品消费者研究的基础,小众奢侈品品牌则更具特殊性。本文通过参考国内外学者有关奢侈品品牌市场细分研究,总结出奢侈品消费者的描述性变量和心理变量特征,采用问卷调查法和访谈法来对中国奢侈品消费者的消费行为和消费心理进行实证分析,以英国奢侈品品牌潘海利根为例做出了市场细分标准,以此可为小众奢侈品品牌进行市场细分提供参考。
出处 《市场周刊》 2020年第1期74-76,108,共4页 Market Weekly
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