基於消費群體細分的PIAGET品牌手錶行銷策略研究

隨著中國經濟的快速發展，人們生活品質不斷提高，奢侈品作為一種被工人的高端消費品，不僅滿足了消費者對品味的追求，更成為身份與地位的象徵，受到中國消費者的青睞。面對中國巨大的消費潛力，各大奢侈品牌紛紛進駐中國市場，由此帶來了空前激烈的競爭。在此背景下，實現奢侈品牌的穩定健康發展就必須根據中國消費市場的特點制定出一套科學、高效的行銷策略。本文以PIAGET品牌手錶作為研究物件，試圖探索出PIAGET品牌手錶在中國市場發展的新道路。PIAGET品牌手錶屬於瑞士名表中的高奢產品，憑藉“永遠做的比要求的更好”的品牌精神以及纖薄機芯和時尚配飾收穫了市場的青睞。目前，PIAGET品牌手錶在北京、上海和廣州一線城市，和青島、寧波和溫州等沿海城市以及西安、成都和拉薩等內陸城市均設立了銷售中心。雖然PIAGET品牌手錶在中國市場收穫了較為豐厚的利潤，得到了較大發展，但是PIAGET也面臨諸多挑戰。例如，越來越多同類奢侈品牌進軍中國不斷搶佔市場份額；消費者身份多樣化、90後全新的消費心理和消費價值觀也成為PIAGET品牌手錶發展的一大難點。因此，PIAGET品牌手錶必須加強在中國市場的行銷策略。本研究在對國內外相關文獻進行系統梳理的基礎上，借助市場細分理論、消費者價值期望理論、4P行銷理論和4C行銷理論，對PIAGET品牌手錶在中國市場的行銷策略進行了開發。首先，以年齡為標準將PIAGET品牌手錶的市場劃分為70後消費群體、80後消費群體和90後消費群體三個細分市場。其次，根據各個細分市場的性格、消費能力、社會地位等特徵分析對三類消費群體的價值期望進行分析。在功利價值、享樂價值、符號價值、關係價值和犧牲價值中，70後消費群體最關注的是符號價值、功利價值、關係價值；80後消費群體最關注的是符號價值、犧牲價值、關係價值；而90後消費群體最關注的是享樂價值、符號價值、犧牲價值。在對367位消費者進行市場攔截調查的結果也證明瞭三類消費群體實際價值期望與前文理論分析的一致性。在顧客價值期望的基礎上，針對不同消費群體制定了不同的產品策略、價格策略、管道策略和促銷策略。進一步地，為了保證PIAGET 品牌手錶行銷策略的順利實施，本研究還提出三點保障措施。第一，強化行銷團隊建設，通過選拔優秀的行銷人才、組織規範的培訓活動和進行有效的團隊激勵等手段，為PIAGET品牌手錶行銷策略提供人員支援。第二，加強客戶關係管理，通過對技術、流程和人員三個要素進行集成與平衡，實現客戶關係的優化管理。第三，建立行銷資訊庫，通過設計出一個有效的市場訊息體系來為經理人們在正確的時間，以正確的形式提供合適的資訊，以説明他們利用這些資訊創造客戶價值及牢固客戶關係。本文立足於PIAGET品牌手錶的發展現狀，整理出一套有針對性並且高效的行銷策略體系，不僅豐富了中國奢侈品行銷的理論成果，對實現奢侈品行銷的深入和系統發展具有重要的理論意義，而且為實現PIAGET品牌手錶在中國的長久發展提供實踐指導。

關鍵字

PIAGET品牌手錶；奢侈品；市場細分；行銷策略

並列摘要

With the rapid development of China's economy, people's quality of life continues to improve. As high-end consumer goods for workers, luxury goods not only satisfy consumers' pursuit of taste, but also become a symbol of status, which are favored by Chinese consumers. Faced with China's huge consumption potential, luxury brands have entered the Chinese market, which has brought unprecedented fierce competition. In this context, to achieve the stable and healthy development of luxury brands, a set of scientific and efficient marketing strategies must be developed according to the characteristics of China's consumer market. This paper takes PIAGET brand watch as the research object, trying to explore a new development path of PIAGET brand watches in the Chinese market. PIAGET brand watches belong to the luxury products of Swiss famous watches. With the brand spirit of "always do better than required", as well as the thin movement and fashion accessories, PIAGET brand has won the favor of the market. At present, PIAGET brand watches have set up sales centers in dozens of cities across China. Although PIAGET brand watches have gained rich profits and achieved great development in the Chinese market, it also faces many challenges. For example, more and more similar luxury brands are entering China to grab market share. Consumer identity has become diversified. The post-90s brand new consumer psychology and consumer values have also become a major difficulty in the development of PIAGET brand watches. Therefore, PIAGET brand watches must strengthen the marketing strategy in the Chinese market. Through a systematic review of relevant literature at home and abroad, this study develops the marketing strategy of PIAGET brand watches in the Chinese market with the help of market segmentation theory, consumer value expectation theory, 4P marketing theory and 4C marketing theory. First of all, the PIAGET brand watches’ market is divided into three segments based on age: post-70s, post-80s and post-90s. Secondly, the value expectation of the three types of consumer groups is analyzed according to their characters, consumption abilities, social status and other characteristics of each market segment. Among utilitarian value, hedonic value, symbolic value, relational value and sacrifice value, the post-70s consumer group pays most attention to symbolic value, utilitarian value and relational value, the post-80s consumer group is most concerned about symbolic value, sacrifice value and relationship value, and the post-90s consumer group is most concerned about hedonic value, symbolic value and sacrifice value. The results of the market interception survey of 367 consumers also prove the consistency of the actual value expectations of the three types of consumer groups with the theoretical analysis above. On the basis of customer value expectation, different product strategies, price strategies, channel strategies and promotion strategies are developed for different consumer groups. Further, in order to ensure the smooth implementation of the marketing strategy, this study also proposes three safeguard measures. First, strengthen the construction of the marketing team. Through the selection of excellent marketing personnel, the organization of standardized training activities and effective team motivation and other means, to provide personnel support for PIAGET brand watch marketing strategy. Second, strengthen customer relationship management. Through the integration and balance of three elements of technology, process and personnel, to achieve the optimal management of customer relations. Third, establish marketing information base. By designing an effective market information system to provide managers with the right information at the right time and in the right form, to help them use the information to create customer value and strong customer relationship. Based on the development status of PIAGET brand watches, this study compiled a set of targeted and effective marketing strategy system, not only enrich the theory of Chinese luxury marketing achievement, but also provide practice guidance for the long-term development of PIAGET brand watches in China.