摘要
采用4Ps框架对国外奢侈品营销研究的代表性文献进行了系统的梳理,着重总结了奢侈品的定义与特点,介绍了产品策略中的产品种类、质量、设计与品牌管理,价格策略中的高价结合排他性策略及其心理依据,渠道策略中的渠道控制、渠道多元化与覆盖区域,以及促销策略中的商业广告、促销与示范等内容。最后,对现有研究不足及未来研究方向进行了分析。
Based on the framework of 4Ps, the article reviews systematically the literature on foreign luxury marketing researches, and summarizes the definition and distinguishing features of luxury. It introduces product strategies such as classification, quality, design and brand management, pricing strategies such as pricing highly and exclusively, place strategies such as place manipulation, diversity, and coverage selection, and promotion strategies such as commercial advertising, sales promotion and demonstration, etc. Finally, it analyzes the shortcomings of present research and the future research direction.
出处
《天津商业大学学报》
2012年第5期15-21,共7页
Journal of Tianjin University of Commerce
基金
国家自然科学基金面上项目"促销决策的情绪-认知交互作用机制:基于后悔
时间压力和认知闭合需要的视角"(71172085)
教育部人文社会科学研究一般项目"消费特权对品牌关系影响的情感机制研究:嫉妒
后悔与不公平的视角"(10YJA630104)
关键词
奢侈品
产品策略
价格策略
渠道策略
促销策略
luxury
product strategy
pricing strategy
place strategy
promotion strategy
