企业奢侈品化营销策略研究

A Research on Luxurization Strategy of Marketing for Firms

我国改革开放以来经济的快速发展推动了消费者对奢侈品消费的需求,从外部环境促生了企业的奢侈品化市场营销策略。而强化竞争、攻占高端市场、提升企业形象、追逐高额利润,则是企业施行奢侈品化营销策略的内在动因。企业的奢侈品化营销策略受到价格弹性、市场空间、品牌决策、竞争对手等因素的影响。对这些影响因素的分析可得到一系列相应的对策建议。

Since the adoption of reforming and opening-up to the outside world policies,the rapid economic growth has promoted the consumers＇ demand for luxuries in China,which is the external environment factor to stimulate the emerging of luxurization strategy of marketing for firms.Meanwhile,enhancing competitive competence,accessing high grade markets,upgrading business image,and chasing high profits are the internal causes of luxurization.However,the luxurization strategy of marketing for firms is affected by a series of factors,such as elasticity of price,market space,brand decision,competitors and so on.A series of countermeasures for firms could be deduced from further analysis of them.