奢侈品牌传播规律与策略研究

华中科技大学硕士学位论文奢侈品牌传播规律与策略研究姓名：刘婷申请学位级别：硕士专业：传播学指导教师：舒咏平20080606IIIAbstractAsChineseeconomyisswiftandviolentdevelopment,Chinaemergedmoreandmorehighconsumptioncrowd,theirdemandofluxurygoodsalsoincreasesyearbyyear.Whileoverseasluxurygoodsmarketgraduallysaturated,globalluxurybrandsaremarchinginChinesemarket,andhaveopenedupaseriesofstrongbrandcommunication.ComparewithWestdevelopedcountries,theluxurymarketofourcountryhascharacteristics,suchasmostChinesebuyluxurygoodsoftentoshowoffthemselves.Then,bysummarizingtheirbrandcommunicationexperienceandanalyzingChineseconsumer’sparticularity,luxurybrandshavedevelopedmoreeffectivebrandcommunicationstrategy.ThedevelopmentofluxurygoodsandWestcountries’luxurybrandsishigherthanourcountry,sotheirresearchershavealreadypublishedmanybooksaboutluxurybrands.Buttheresearchonluxurybrandcommunicationisfewandhasnotformedaperfectwork.Andastherepresentativeofhighbrands,themethodofluxurybrandcommunicationcanaffectotherbrandsmoreorless.Underthisbackground,thisarticlebeginswiththebrandcommunication,usingtheliteraturesurveyprocedureandthecaseanalyticmethods,analyzingbrandandbrandproperty,theconceptandthedevelopmentofluxurygoodsandluxurybrands,summarizingtheluxurybrandcommunicationregularities,andresearchingluxurybrandcommunicationstrategiesthroughanalyzingmanycasesonthepublicrelation,advertisement,interpersonalcommunication,terminal,serviceandnetworkofluxurybrands.Inthisanalysisfoundation,Ihopeourcountryenterprisescangetsomeusefulmethodstocarryouttheirbrandcommunicationandformtheirbrandsonthedevelopmentbrandpath.KeyWordsLuxurybrandsBrandcommunicationRegularityStrategy_____.111.1200512%41%17%16%20102.52005172008200780200718%13%1.625~501000~1300201532%20059LV101220082LV15192-3200921.21.2.11.2.1.11899191331.2.1.2209081.2.21.2.2.120704209036012345/6736089101.2.2.22001200220052007.360..2001(7),...2002(3)51.31.41.4.161.4.2722.12.1.112brandbrandr161835OldSmuggler[],.,...2005.7:2[]...2000:282.1.1.119602.1.1.22.1.1.3David.Aaker[],.,...2005,7:8-992.1.2208051brandloyalty2nameawareness3perceivedquality4brandassociation,...2007,9:3...2005,6:22910512-12-1[].,...2006,1:15-16[].,...2006,1:39/——/1123411/////2.22.2.1[].,...2006,1:59121909132.2.22.2.2.12.2.2.2,...2002(3)E.,.E...2007(6)141533.1215161181720…………1913...2007,6:7163.1.1LuxuryLuxus3.1.2//,,...2001,8:15417[]....2003,8:49.:..2006,12:5418……3.219150006800140002200512005100171529319921680%5040%3-13-12001765180117431724171517751791178017759150-2001837·18541850182018391856184718281833184818301845183713100-1501908·188619041860·190319071902189818741862187518841906186818851884187218881860187920200512005100[]....2003,8:1192031000100041937401812665.:..2006,12:54...2007,6:19213.32244.1200510014.1.12005100150%164-1,...2007,9:87234-1EsteeLauder1946··LouisVutitton1854··CalvinKlein1968··RalphLauren1968··ElizabethArden1922··AnnaSui1981··JudithLeiber1963·IsseyMiyake1970·DONNAKARAN1985··OscardelaRenta1965··SoniaRykiel1962··ThierryMugler1974···YvesSaintlaurent1964···ChristianLacroix1987··NinaRicci1932··BillBlass1970·20051004.1.2,,...2005,1:84244-11904Rolls-RoyceR19114810254.1.31837TiffanyBlue1906Tiffany4-2,,...2005,1:90264.2……...2007,6:29274.3200710192008882007KateBosworth60020075054-32851401010250300053204.4[]....2003,8:1502920084203055.15.1.118601995,...2007,9:2463115090001500300020075-1200820085-15.1.219921019923220041030705.1.319261927151998Monogram1999Rebonds3310019322220085.1.419612007,...2007,9:2563419805.2,,...2005,1:101,102.:..2006,12:54355.2.1AbsoluteBeauty5-25-2365.2.25.2.3HOW20083GucciD&G5.3RelationshipMarketing375.3.15-3[]WilliamWells,JohnBurrnett,SandraMoriarty.,.5..2001,10:75381936575.3.217003925km24171430075.3.3……5.4[]....2003,8:145405-15-112661136-1381L116812L131-L1321B10136710118L102810666917611R1-1……425-45-5434466.16.1.16.1.2456.26.2.1226.2.2[],.,,.22..2004,7:31,41466.2.3[]....2003,8:144[]....2003,8:142474849[1]:——.,2007(8)[2][],.,..,2006.1[3].360.,2001(7)[4],.“”.,2002(3)[5][]·,·.,..,2005.7[6][]·..,2000[7],..,2007.9[8]..,2005.6[9][]·.,..,2006.1[10]·E.,.“”“”——·E..,2007(6)[11]..,2007.6[12][]·...,2003.8[13].:.,2006.12[14],,..,2005.1[15]..,2007.2[16],,..,2007.3[17][]·...,2004.5[18][]·,·.,,.22.,2004.7[19]..,1999.1150[20][]WilliamWells,JohnBurrnett,SandraMoriarty.,.5.,2001.10[21][]·..——.,2005.5[22][]...,1964.8[23],.“”.,2006(2)[24],..,2005(6)[25]..,2006(3)[26],..,2005(6)[27].,,,,2001.8[28].,2007(8)[29]..,2008(2)[30]..,2007(3)[31]..,2006(2)[32]TOP1002005100.,2006(3)[33]TOP1002005100.,2006(5)[34]SarahRaperLarenaudie.LuxuryforThePeople.Time.NewYork:Spring2005.[35]AlexanderDuckworth,JosephFarris.LuxuryJustAin'tWhatitUsedtoBe.Brandweek.NewYork:Sep6,2004.Vol.45,Iss.31.[36]ChrisDaniels.ClosertoYou.Marketing.Toronto:Sep18,2006.Vol.111,Iss.30.[37]SuzyWetlaufer.Theperfectparadoxofstarbrands:AninterviewwithArnaultofLVMH.HarvardBusinessReview.Boston:Oct2001.Vol.79,Iss.9.[38]Giacomotti,Fabiana.LuxurygoodssellsensibilityinEurope.Adweek(Easternedition).NewYork:Aug8,1994.Vol.35,Iss.32.[39