论外国奢侈品在中国的发展

The Development of Foreign Luxury Brands in Chinese Market

奢侈品这个被越来越多的中国人提起的名称在中国市场上显示出了它们极高的人气。据中国品牌战略协会估计,中国大陆的奢侈品消费人群数量正在迅速增长。特别是外国的洋品牌更是受到大家的追捧。为什么这些外国的奢侈品品牌能够在中国市场获得成功呢?本文作者首先分析了这些品牌能够得到发展的市场条件,之后作者着重讨论了这些外国品牌具体的管理战略:品牌文化,营销手段,品牌定位等,最后,根据外国品牌的成功经验和我国奢侈品行业的具体特点,为我国奢侈品的企业提出了相对应的策略:注重公关,团队建设,品质管理等。

Nowadays, more and more Chinese recognize and accept foreign luxury brands. It shows that these foreign luxury brands are very popular in Chinese market. Why can these foreign luxury brands attract Chinese consumers＇ attention？ Why can these foreign brands succeed in Chinese market？ First of all, the author analyzes the situation of Chinese market. Then, the author discusses the management strategies of foreign luxury brands, such as, brand culture, marketing, brand positioning and so on. Lastly, based on the summary of successful experience of foreign brands and the characteristic of Chinese luxury market, the author lists some suggestions for Chinese luxury brands, such as, public relation, group, quality management and so on.