论文目录 | |
| Abstract | 第1-6页 |
| 摘要 | 第6-9页 |
| Chapter Ⅰ Introduction | 第9-12页 |
| 1.1 Background | 第9页 |
| 1.2 Problem Definition | 第9-10页 |
| 1.3 Research Objective | 第10页 |
| 1.4 Structure | 第10-12页 |
| Chapter Ⅱ Theory And Literature Review | 第12-16页 |
| 2.1 The Brand Management Theory | 第12-14页 |
| 2.1.1 From The Sending End Of Brand Communications:1985-1993 | 第12-13页 |
| 2.1.2 …With a Transitional Period:The Receiving End of Communications 1993-1999 | 第13页 |
| 2.1.3 …To a Contextual And Cultural Influences on The Brand:From 2000 until now | 第13-14页 |
| 2.2 Theory of "Egalitarian Luxury" | 第14-16页 |
| Chapter Ⅲ Management of Marketing Mix in Luxury Industry | 第16-22页 |
| 3.1 Management of Marketing Mix | 第16-18页 |
| 3.2 Manufacturing in The Country Of Origin(COO) | 第18-22页 |
| 3.2.1 The Definition of The Country of Origin(COO) | 第18-19页 |
| 3.2.2 The Country Of Origin Effects in Luxury Industry | 第19-20页 |
| 3.2.3 Which Are The Associated Terms,by Consumers,for The Main Countries? | 第20-22页 |
| Chapter Ⅳ The Strategy of The French Luxury Company:LVMH | 第22-26页 |
| 4.1 Presentation ofLVMHGroup and its Worldwide Strategy | 第22-24页 |
| 4.2 The Case of LVMH Company in China | 第24-26页 |
| 4.2.1 History And Structure of This Company | 第24页 |
| 4.2.2 Strategy Used to Reach Chinese Customers | 第24-26页 |
| Chapter Ⅴ The Reasons of The Strategies' Changes in The Luxury Industry | 第26-31页 |
| 5.1 Categories of Chinese Customers | 第26-27页 |
| 5.2 A Society Dominated by Confucius | 第27-28页 |
| 5.2.1 Definition of Confucianism | 第27-28页 |
| 5.2.2 Confucianism And Luxury Companies | 第28页 |
| 5.3 The Appearance of E-commerce in Luxury Industry | 第28-31页 |
| Chapter Ⅵ The Strategies Adopted by Foreign Luxury Companies to Meet ChineseCustomers Expectations | 第31-38页 |
| 6.1 A Dynamic Store-Expansion Strategy | 第31-33页 |
| 6.1.1 Secondary Chinese Cities:A Big Challenge For Luxury Companies | 第31-32页 |
| 6.1.2 Development of Shopping Mall | 第32-33页 |
| 6.2 Manufacturing in China | 第33-36页 |
| 6.2.1 Reasons For Professionals of Luxury Industry to Relocate | 第34-36页 |
| 6.2.1.1 In Order to Reduce the Production Costs,While Keeping the Same Selling Price | 第34-35页 |
| 6.2.1.2 In Order to Find Another Know-How Abroad | 第35页 |
| 6.2.1.3 In Order to Win New Market Shares | 第35-36页 |
| 6.3 Communication of The Brand Image | 第36-38页 |
| 6.3.1 Education of Chinese Customer | 第36-37页 |
| 6.3.2 The Importance of Chinese Name And Internet | 第37-38页 |
| Chapter Ⅶ Discussion And Analysis | 第38-46页 |
| 7.1 Empirical Study | 第38-42页 |
| 7.1.1 Methodology | 第38页 |
| 7.1.2 Results of This Survey | 第38-42页 |
| 7.2 A dvantages And Drawbacks of These Strategies | 第42-44页 |
| 7.2.1 Drawbacks of These Strategies | 第42-44页 |
| 7.2.1.1 Consumers Are Reluctant About the Relocation of Luxury Companies | 第42-43页 |
| 7.2.1.2 Appearance of E-commerce in Luxury Industry:A Big Challenge for LuxuryCompanies | 第43-44页 |
| 7.2.2 Advantages of These Strategies | 第44页 |
| 7.2.2.1 The Emergence of E-commerce:A Way to Fight the Counterfeiting and to Developthe Company' Sales | 第44页 |
| 7.3 Strategy of Fashion Business in The Coming Years | 第44-46页 |
| Chapter Ⅷ Conclusion and Recommandations | 第46-49页 |
| References | 第49-52页 |
| Appendix | 第52-59页 |
| Acknowledgements | 第59页 |
