西安德御行收藏管理公司位于西安市碑林区德福巷北口路东,是西部唯一的

一个集奢侈品、收藏品及顶端艺术品收藏制定为一体的私人专属服务机构。公司

与世界奢侈品协会、中国收藏协会、国家珠宝鉴定中心、中国超跑俱乐部等权威

机构联合,在亚太地区专职服务于上流社会。本文结合西安德御行收藏管理公司

的实际状况,对公司现有营销策略进行了分析,提出了适合公司进一步发展的改

革、创新方案。

本研究首先从营销管理理论和市场营销4C、4R理论的角度进行相关营销理

论和概念的阐述,然后对国内奢侈品行业的现状、产品类型、消费群体特点进行

了分析,同时对国内奢侈品市场的宏观环境进行了 PEST分析。其次,本文通过

对西安德御行收藏管理公司的市场经营现状、目标客户群体分析以及对公司

SWOT分析,找出了公司现有市场营销策略的问题和不足。再者,结合公司的

实际情况,本文提出了适合其发张、壮大的创新型营销策略模式,并且应用4R

理论从关联、反应、关系和回报四个方面进行了阐述和分析。最后,本文对西安

德御行收藏管理公司创新型营销策略的实施提出了建议。

本研究对国内其他奢侈品公司具有借鉴作用,有助于这些公司了解其生存、

发展的宏观环境,根据其自身的实际状况来制定或改进营销策略,对国内奢侈品

行业的进一步发展起到积极作用。

【关键词】奢侈品;奢侈品消费;营销策略

【研究类型】应用研究

Title: Xi,an deyu collection and management company

marking strategy

Specialty: Business Administration

Xi'an deyu collection and management company is located in the

north of DefU Lane, in Xi'an Beilin Districe, at the East of the road. The

company is the only one of private service institutions in the west of

China, specializes in top luxury, collections and art collection. Xi'an deyu

collection and management company has tied up with the World Luxury

Association, China Association of Collection, National Gemological

Training Centre, and China Sports Car Club to service in the high society

in the Asia-Pacific region. According to the actual situation of the

company and analysis of the curetting marketing strategy, the article

proposed a new scheme, suitable for development of the company in the

future, to Xi'an deyu collection and management company.

First, the article marketing management theories and marketing 4C,

4R theory point of view to illustrate theoretical concepts, then the

domestic luxury market and product type, consumer characteristics of

Xi'an deyu collection and management company are analyzed. At the

same time, I analyzed the macro environment of the domestic luxury

market by PEST analytic methods. Secondly, the article find out the

problems and shortcomings in existing marketing strategy of Xi'an deyu

collection and management company, by the SWOT analysis, the analysis

of present management situation and the market target customer group.

Furthermore, combined with the company's actual situation, this article

Name:Zhang Yang

T\itor: Zhao Shouguo

Abstract

proposed a new model of marketing strategy, suited to development and

growth of Xi'an deyu collection and management company. And apply

the theory from the 4R of marketing Relevance strategy, Reaction

strategy, Relationship strategy and Reward strategy in four aspects of the

strategy of the new model are described and analyzed. Finally, this article

made recommendations for implementation of the new model of

marketing strategy of Xi'an deyu collection and management company.

This research provides reference for other companies of luxury goods

in domestic, and will help tiiese companies management institutions

understand the macro environment of its survival and development, to

make new marketing strategies or improve marketing strategies according

to the actual situation of its own. The research plays a positive role in the

further development of the domestic luxury market.

【Key Words】 Luxuries, Luxoiy consumption, Marking strategy

【Research Type】 Application