论文目录 | |
| Acknowledgements | 第1-7页 |
| 摘要 | 第7-9页 |
| Abstract | 第9-13页 |
| Introduction | 第13-18页 |
| 1.1 Background and significance of this research | 第13-14页 |
| 1.2 Research literature review | 第14-15页 |
| 1.3 Framework of the thesis | 第15-16页 |
| 1.4 Methodology | 第16-18页 |
| Chapter Two: The Chinese perception and acceptance of Italian things: Thehistorical background | 第18-28页 |
| 2.1 Historical Review | 第18-24页 |
| 2.1.1 The Sino- Italian relations | 第20-24页 |
| 2.2 Modern trade ties between Italy and China | 第24-28页 |
| Chapter Three: Made-in-Italy and the cultural strategy of Italian fashionindustry | 第28-45页 |
| 3.1 The history of italian fashion industry | 第28-33页 |
| 3.2 Origin and definition of Made in Italy | 第33-37页 |
| 3.3 How Made in Italy works in China | 第37-45页 |
| 3.3.1 The perception of Made in Italy in China | 第42-45页 |
| Chapter Four: The case of Gucci in China | 第45-71页 |
| 4.1 General background of fashion luxury market in China | 第45-52页 |
| 4.1.1 The history of the brand Gucci entering China | 第48-50页 |
| 4.1.2 The concept of heritage at the basis of Gucci's modern success | 第50-52页 |
| 4.2 The distributive strategies of Gucci brand in China | 第52-68页 |
| 4.2.1 Gucci and the Chinese consumer | 第58-62页 |
| 4.2.2 Who buys Gucci in China? The rise of the New Rich | 第62-68页 |
| 4.3 How does Gucci reach Chinese consumer? Gucci's smart KOL strategies | 第68-71页 |
| Conclusion | 第71-74页 |
| References | 第74-77页 |
