時尚設計師品牌在中國市場的行銷策略個案研究

奢侈品早在15世紀就已經出現，在奢侈品的興起初期，只有貴族人群才能享用，而其最初的特性之一是炫耀性消費。18世紀60年代，工業革命帶來了生產力的提升，也壯大了奢侈品的消費群體 - 即新興資產階級。隨著奢侈品消費漸漸下沉，消費奢侈品的目的也出現了變化，當代越來越多的消費者開始關注奢侈品的內在價值，如奢侈品的美學、材質和實用性；同時，消費者也不再一味追求LV、Hermès、Gucci等眾人皆知的奢侈品牌，而是開始尋求一些新興小眾品牌，其中有一部分替代傳統奢侈品的商品通常被稱為輕奢商品，輕奢商品中，有些是傳統奢侈品牌的分支，而另一些則是近些年剛興起的時尚設計師品牌。新興的時尚設計師品牌如何進軍潛力巨大同時競爭也十分激烈的輕奢品市場，正是本文探討問題的焦點。當前國內外關於行銷策略的研究十分豐富，從最初的4P行銷組合理論到融入當代新興技術和新媒體的新型行銷理論，解決了商業領域中產品和顧客，商家和市場等之間的眾多連接和溝通問題。行銷策略理論雖然對各個產業具有一定的普適性，但由於不同行業都有其特殊性，因此需要我們根據行業特點重新修訂相應的行銷策略。本文的研究立足于新興時尚設計師品牌，結合當代消費者的新型消費習慣和新興社交媒體，探索更具有實踐意義的行銷策略。本文首先介紹了奢侈品和輕奢商品的起源和發展歷程，內在特性和演變的功能，然後結合PEST模型分析了當代輕奢市場所處的政治、經濟、社會等宏觀環境，以及當前輕奢商品目標群體的消費目的、心理特徵、消費偏好以及其他特點，總結當前輕奢品牌推廣和行銷面臨的優勢、劣勢、機遇和挑戰，為本文Zoe C獨立設計師輕奢品牌具體行銷策略的設計提供市場基礎。同時，文中也通過研究Michael Kors及Anna Sui等經典輕奢品牌的成功行銷案例，挖掘其可供借鑒的地方，為Zoe C自創品牌的推廣提供了更多經驗和教訓。最後，希望通過本文Zoe C自創品牌行銷策略的具體探究，將本文的行銷策略指導日後的實踐，驗證本文策略的可行性和科學性，并根據實踐中遇到的實際問題不斷修正本文的策略，若Zoe C日後在國內的市場能夠成功推廣，也能夠為國內其他設計師自創品牌進行有效推廣和行銷帶來啟發和借鑒。

關鍵字

輕奢商品；設計師品牌；行銷策略；消費者心理

並列摘要

Luxury goods surfaced in the 15th century, when only the aristocrats could afford the purchase, and the main purpose is to show off. In the 1760s, the first industrial revolution improved society’s overall productivity, and came with it the expansion of consumer base for luxury goods - mostly composed of emerging bourgeoisie. With the submergence of luxury consumption, the objectives of luxury purchase also changed. Up until then, more attention was being paid to the intrinsic value of luxury goods, such as aesthetics, texture and practicability. At the same time, consumers no longer spent blindly on mega brands like LV, Hermès, Gucci, etc., but began to seek new and niche brands. Among those brands, some tried to challenge traditional luxury houses with more affordable prices, which were called affordable luxuries or entry luxuries. At present, the research on marketing strategies at home and abroad is very rich. From the initial 4P marketing mix theory to the new marketing theory integrated with contemporary emerging technologies and new media, which solves problems of connection and communication between products and customers, merchants and markets. Although the marketing strategy theory has certain universality to each industry, each industry has its particularity, so we need to revise the corresponding marketing strategy according to the industry characteristics. Based on the emerging fashion designer brands, this paper combines the new consumption habits of contemporary consumers and emerging social media to explore more practical marketing strategies. The thesis is constructed as follow: first of all, the origin and development history of luxuries is introduced, then the macroeconomic environment of affordable luxuries based on PEST model analyzed, and finally the consumption psychology, purpose and preference are investigated. All of these would provide the basis of marketing strategies for the case of Zoe C brand. Meanwhile, the thesis would attempt to refer to and compare several classic marketing cases of affordable luxury designer brands, such as Michael Kors and Anna Sui. It is hoped that this thesis can serve as a good reference for other designer brands in their pursuit of new market entries.