毕业论文：奢侈品行业市场分析及企业营销策略研究.doc.doc
目录简介················································· ···········································（1）奢侈品的基础介绍······················································· ·····················(1)(1)奢侈品的定义···················· ·······················································（ 1)(2)奢侈品的特点········································· ························(1)(3) 奢侈品的种类················ ······················································· （二）奢侈品购买者的消费行为与心理分析····································· ········(3)(1)中国奢侈品消费群体及特征····························· ···············(3)(2) 消费者购买动机·························· ·····································（四）中国奢侈品现状及产业结构分析市场································· ···············（ 5)(1)中国奢侈品行业宏观环境分析··································· ·········(5)(2)中国奢侈品市场发展现状··························· ··················（6）（3）中国奢侈品行业结构分析·············· ······································（六）四家国际奢侈品公司营销策略研究中国················································（7 )(1) 产品策略··········································· ···························(7)(二))价格策略·············· ························································· ········(7)(3) 渠道策略····································· ········································（7）（4）推广策略···· ······················································· ·················（8）（5）广告策略························· ··············································(8)(6 ) 公共关系策略·············································· ·······························（9）中国奢侈品企业营销策略的五点建议········· ···········································（9）（1）中国奢侈品的问题商品公司·············································（9） （二）中国奢侈品企业营销策略建议········································（ 10）结论················································ ····································（12）参考文献········· ······················································ ······························（十三）奢侈品行业市场分析及企业营销策略研究总结随着中国市场的逐步开放和消费者心理接受度逐步提高，奢侈品在中国市场拥有良好的消费基础和发展环境，越来越多的中国人开始接受这种消费方式。统计数据显示，2009年，中国人的奢侈品消费水平商品消费有