.................................................................................................................1 Abstract..........................................................................................................2 1.导言.............................................................................................................3 1.1选题背景.........................................................................................3 1.2研究意义...........................................................................................4 1.3报告结构...........................................................................................4 2.奢侈品概述.................................................................................................5 2.1奢侈品的定义及历史.......................................................................5 2.2奢侈品的需求动因.........................9 2.3奢侈品分类及市场细分.................................................................11 3.奢侈品民主化.............................................................................14 3.1奢侈品民主化概述....................................................................#14 3.2民主化奢侈品的市场表现.............................................................16 3.3民主化奢侈品的消费者分析.........................................................18 3.4奢侈品民主化的原因分析.............................................................20 3.5奢侈品民主化对品牌价值的影响.................................................25 4.范兹品牌的奢侈品民主化发展实例.......................................................29 4.1品牌历史和发展轨迹.....................................................................29 4.2品牌战略.........................................................................................30 4.3用户对品牌的感知.........................................................................30 4.4范兹公司财务分析.........................................................................31 5.结论...........................................................................................................33 5.1研究发现及管理实践意义.............................................................33 5.2研究局限及未来研究方向.............................................................34