奢侈品品牌价值研究-以意大利奢侈品牌ARMANI为例

[]2010)08)3020105143JournalofABCWuhanTrainingCollegeNo.5Sep.2010SerialNo.143##奢侈品品牌价值研究)))以意大利奢侈品牌ARMANI为例(,511300)[]虽然国人对奢侈品品牌至爱有加,但庞大的中国市场几乎全被国外奢侈品品牌垄断据统计,意大利奢侈品牌占世界奢侈品TOP100中的三分之一,而中国大陆目前还尚未有世界级奢侈品品牌因此,本文以意大利奢侈品牌ARMANI为例,对相关数据进行比较分析,重点研究该品牌的品牌特性和价值管理模式,并据此就中国如何培育本土奢侈品品牌提出了原创性的看法和参考意见[]奢侈品;品牌价值;消费者需求;品牌管理;价值驱动;ARMANI[]F760.5[]A[]1004-4817(2010)05-0070-041.1,(Luxury)/0(Lux),/0,,,(,2005),,/0,#56,;,:/,0;,(,2006);,GrossmanShapiro(1988),,,,,(,2006),,,#,1.2,,,,,,,,,:,,,(KevinKeller,1998),,/0,,,)70),,,;,,,,))),,,;,2-1:#,,;,;,ARMANI3.1ARMANI#(GIORGIOARMANI),,,,,3-1ARMANI:ARMANI,,,,,,(3-1),ARMANI,ARMANIARMANI,3.2ARMANI3.2.1ARMANI,,/0,(1)))),,,,,,,,,(,2004),(2)(,,,2004),(,,2002),,,,)71)(,2003)DavidAc2ker,,(,2005)(3)ARMANI,35,,,,,/0,,/,0,ARMANI,,,ARMANI,ARMANI,,ARMANI,,(4),,,ARMANI,,,,ARMANI,,,,(5)ARMANI/0ARMANI,,ARMANI,:,3.2.2ARMANI,ARMANI,:SergioGaleotti,,,2080(1)ARMANI,ARMANI,ARMANI,(2)ARMANI,,,,ARMANI:;;(3)ARMANI,,ARMANI,(4),ARMANIARMANI,,,/0,90,,,(5)ARMANI,,)))ARMANI,,,,4.1,,,,,,,)72),/0,,,/0,,,4.2ARMANI,,ARMANI,,,,,,,,,,ARMA2NI,,,,,,,,,,,/0,,,,,,,,,,,,,,[1]JeanKapferer.Managingluxurybrands.JournalofBrandManagement,1999,(04):251-260[2]PhauPrendergas:Consumingluxurybrandstherelevelofthe/ParityPrinciple0BrandManagement,1998,(08):122-138[3]JeanKapferer.Managingluxurybrands.JournalofBrandManagement,1999,(01):251-260[4]Jose.Luis.Nueno&JohnQuelch:Themassmar2ketingofluxury.BusinessHorizons.November.61-68[5]PhilipKotlereta.lMarketingMove:ANewAp2proachtoProfits,Growth,andRnewa.lHarvardBusinessSchoolPublishingCorporation,2002[6]Keller.k.L.StrategicBrandManagement:Build2ing,Measuring,andManagingBrandEquity.NewYork:PrenticeHal,l1998[7]Rao,AR&Monroe,KB.ThemoderatingeffectofpriorknowledgeoncueutilizationinproductevaluationJour2nalofConsumerResearch,1998,(15):253-264[8]Solomon.ExploringtheBrandValue-ShareholderValueNexusforConsumerGoodsCompanies,JournaloftheAcademyofMarketingSciences,1998,(26):260-273[9].[J].,2005,(10):61-63[10]./0[J].,2007,(01):24-25[11].[M].,2006[12]..,2005.(15):34[13][]#,,.[M].:,2008[14].[M].:,2004[15].[M].:,2000[16].[M].:,2004[17].[M].:,2005[18],.[M].:,2003[19][]#.[M].:,2003[20][]#,#.,[M].:,2005)73)