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该通过对中国奢侈品市场现状的分析,研究了中国奢侈品市场的前景和 发展的潜力。自2008年经济危机以后,中国奢侈品市场一直呈现增长的趋势。 随着近些年的发展,中国奢侈品初期市场也日趋成熟。中国奢侈品市场的巨大, 吸引世界各大奢侈品集团选择投资中国奢侈品市场。在这样的背景下,C奢侈品 集团决定进入中国奢侈品市场。经过前期对中国奢侈品消费者的大量市场调 研与中国市场特点相结合,确定目标群体,推广方式,选择营销渠道,培养消费 者对C奢侈品的品牌忠诚度,最终制定出C奢侈品进入中国市场商业计划书。研 究C奢侈品在中国市场的财务分析与盈利预测,帮助投资者认识和控制未来的不 确定性,使对未来市场的风险降到最低限度,使投资计划的预期目标同可能变化 的周围环境和经济条件保持一致,最优C奢侈品进入中国市场投资项目的实施效 果。 关键词:商业计划奢侈品营销管理 MBA学位作者:刘森 C奢侈品进入中国市场商业计划书 Abstract Through analyze the current situation of China's luxury market in this dissertation, evaluate the prospects and potential development of Chinese luxury market. After the economic crisis in 2008,China's luxury market keeps growing. With the development of recent years,the initial Chinese luxury market is being mature. However, China's luxury market is huge, and attracts the world's luxury goods enterprises to choose and invest in China. In this context, Luxury C decided to enter the Chinese luxury market as well. After a lot of earlier marketing research on consumers of luxury goods in China, and combine with tiie characteristics of Chinese market, determining target groups, and the ways of promotion,choosing marketing channels, cultivating the consumer loyalty of Luxury C,eventually developing a Luxury C business plan which is to enters the Chinese market. Consequently, analysis and study on the profit forecasts of Luxury C in Chinese financial market, helps investors to well-know and control the uncertain future, to minimize the risk of the market, remain the expectation of the investment plan same with economic conditions, optimal Luxury C to enter the Chinese market and investment project implementation effect. Key words: Business plan Luxury goods Marketing management n MBA学位作者:刘淼 C奢侈品进入中国市场商业计划书 目录 —、前 W 1 (一)研究背景及意义 1 (二)技术路线图与研究方法 2 (三)相关理论综述 4 二、项目简介 6 (―) 6 (二)公司简介 7 (H)选址 10 三、内外部环境分析 12 (一)中国奢侈品市场分析 12 (二)PEST 分析 13 (三)SffOT分析 17 四、C奢侈品的竞争分析 20 (一)五力模型分析 20 (二)竞争战略的选择 24 五、营销策略 25 (一)市场细分 25 (二)产品策略 26 (三)价格策略 26 (四)渠道策略 26 (五)促销策略 27 六、财务预算与分析 29 (一)相关数据测算依据和说明 29 (二)财务预算 29 (三)财务分析 32 七、风险分析与退出机制 33 (一)风险分析 33 (二)退出机制 36 八、结论 37