运用整合营销理论指导奢侈品营销

Guide Luxury Goods Marketing with Integrated Marketing Theory

奢侈品消费者的特殊性决定了整合营销理论在奢侈品营销中的指导地位,奢侈品要在产品品质和创新上充分体现顾客的需求,强调满足顾客需求的成本甚于商品价格本身,给目标顾客带来方便是奢侈品营销渠道建立的指针,而与顾客有效沟通才能达到促销的最佳效果。

The special feature of luxury goods determines the guiding position of integrated marketing theory in luxury goods marketing. Luxury goods must meet the full requirements of the customers in product quality and innovation. It emphasizes that meeting the needs of customers is more important than the product price itself. In the establishment of luxury goods marketing channels, it is a guiding principle to bring convenience to the target customers. Good communication with the customers can achieve the best result in sales promotion.