奢侈品品牌管理相关研究分析

Literature Research on Luxury Brand Management

当今中国已逐渐变成奢侈品消费大国,对于奢侈品管理的相关研究也日益增多。本文就通过文献检索,选取了21篇具有代表性的文献,对奢侈品品牌管理的相关研究进行回顾,并根据不同文献的研究方向,将它们从4个研究角度加以整理总结。这4个角度分别是:奢侈品品牌定位与形象塑造及传播;基于顾客价值的奢侈品品牌管理研究;奢侈品品牌营销战略与架构;奢侈品品牌资产分析。通过对此4个角度的探索性总结,希望能够以此得出奢侈品品牌管理研究领域的相关热点与空白,以便之后学者做进一步的研究。

Today,as China has become a huge luxury consumer,the research on luxury management is increasing.In this paper,collect 21 literatures which are iconic in this field,to review the pre-existing study which could be divided in four sides.The four aspects are：brand positioning and brand image-building of luxury brand,the research of luxury brand based on the customer value,the marketing strategy of luxury brand,luxury brand asset management.Trough this paper,want to find out the hot spots and the neglected area on luxury brand management,so that to help the other scholars do further research.