国内外奢侈品品牌研究的最新进展及启示

The Lastest Development and Enlightenment of Luxury Brands Research

中国奢侈品市场近年来迅速扩大,却鲜有得到世界认可的本土奢侈品品牌。本文通过对国内外最近几年的奢侈品品牌相关研究进行梳理,辨析了奢侈、奢侈品和奢侈品品牌概念,从顾客感知的视角分析了奢侈品品牌价值的构成及其影响因素,探讨了奢侈品品牌的塑造、品牌忠诚及品牌长期管理等主题,并指出了现有研究的局限和未来研究的方向,希望能够为中国本土奢侈品品牌的构建提供借鉴,并为后续研究提供启示。

Recently, luxury market in China is expanding rapidly, but there are few luxury local brands that are known all over the world. Through a literature review of luxury brands in China and a- broad in recent years, this paper discriminates the concepts of luxury, luxury goods and luxury brands, analyzes the formation of luxury brand value and its influencing factors from the perspective of consumers＇ perceptions,diseusses topics such as brand building, brand loyalty and long-term brand management of luxury brands, and points out current research limitations and future research directions in order to provide reference for the construction of luxury local brands in China and enlightenment for follow-up research.