中国在全球奢侈品市场中扮演着越来越重要的角色。虽然近年来 中国市场掀起了奢侈品消费的热潮，但是自2011年以来,中国奢侈品 行业的发展速度不断下降。然而,随着中产阶级人群的不断壮大，定 位中高端并且受众更广的轻奢品牌走进了人们的视野，正被大众所接 受。虽然越来越多的人开始购买轻奢品，但是轻奢品行业的发展既面 临着机遇，又充满了挑战。蔻驰作为最早一批进入中国市场的轻奢品 牌，迅速占领了市场，但要想不断提高品牌知名度并占据更多的市场 份额，提升蔻驰的品牌忠诚度才是关键。只有维护好现有消费者，并 在此基础上打造品牌优势，提升消费者对品牌的满意度，才能赢得更 多的忠实顾客。对蔻驰来说，进一步提高消费者的认同感并逐步提高 市场占有率，这才是持续并稳健发展的的重中之重。 本文以蔻驰为研究对象，采用品牌忠诚和品牌管理的相关理论对 蔻驰当前的品牌管理现状进行分析。为了更好的了解蔻驰的品牌忠诚 度，本研究采用了问卷调查法、访谈法、和专家咨询法对消费者进行 调查。结合调查结果分析了消费者购买行为的主要影响因素，并深入 了解了消费者的消费需求和动机。通过对样本数据的统计，进行品牌 忠诚度测量，可得出蔻驰的品牌忠诚度现状。采用SPSS软件和Excel 对调查结果进行统计分析，并进一步结合定性和定量的研究方法，根 II 据蔻驰的品牌定位对其所处的营销环境及媒介传播渠道进行系统的 研究。通过对消费者购买行为的研究，提炼出影响其忠诚度的关键因 素，并据此针对蔻驰现下的发展战略提出合理的改进建议，以及新的 品牌忠诚度提升策略[31]。这样一来，既可优化蔻驰的产品结构，完善 蔻驰的营销体系，又能提高蔻驰的品牌忠诚度及品牌满意度，增强市 场竞争地位。 通过研究与分析发现，蔻驰在中国市场上机遇与挑战并存。一方 面，蔻驰要面对来自于顶级奢侈品牌和大众消费品牌的竞争压力；另 一方面，还要面对来自于其它轻奢品牌的替代威胁。但是，中国GDP 增速和城镇居民消费水平的不断上升给蔻驰打了一剂强心针。除此之 外，“千禧一代”成为中国奢侈品市场上最有潜力的消费群体，他们 给奢侈品行业注入了新鲜动力。蔻驰作为“顶级轻奢品牌的领头羊”， 仍然存在一系列问题。为了找到问题所在，对蔻驰的品牌忠诚度进行 调查和测量，结果显示，大部分消费者属于拥有高度行为忠诚和较低 情感忠诚的脆弱忠诚者，这部分消费者极易发生转移行为。最后，根 据蔻驰品牌忠诚度现状和品牌管理存在的一系列问题，本文提出了可 行性强的品牌忠诚度提升策略，主要从强化品牌形象、推进品牌传播、 提升品牌满意度、以及传递品牌情感四方面进行阐述。 关键词：蔻驰；品牌忠诚度；轻奢品；品牌管理 III RESEARCH ON THE PROMOTION OF COACH BRAND LOYALATY Abstract China is playing an increasingly important role in the global luxury market. In fact, the Chinese market has witnessed a boom in luxury consumption in recent years, but since 2011, the growth rate of luxury goods in China has been declining. However, with the continuous growth of the middle class, the entry luxury brands, which are positioned at the middle and high-end and have a wider audience, have come into people's vision and are being accepted by the public. The entry luxury brands represented by Coach are rapidly occupying the Chinese market. Although more and more people start to buy entry luxury products, the development of the light luxury industry is faced with both opportunities and challenges. As one of the first entry luxury brands to enter the Chinese market, Coach needs to continuously improve its brand awareness and occupy more market share, and enhancing its brand loyalty is a magic weapon to succeed in market competition. Maintaining the existing consumers, building brand advantages on this basis, improving consumers' satisfaction with the brand, winning more loyal customers, further improving consumers' recognition of the brand and gradually increasing market share, which is the key for Coach to enhance consumers' brand loyalty. Coach as the research object, this paper uses the brand loyalty and brand management related theory on coach, analyzing the present situation and problems of the current brand management in order to better understand the coach brand loyalty, and adopts questionnaire and individual interview method, and expert consultation method to survey of consumers, analyzing the main factors influencing the Coach brand purchase behavior, to understand consumer demand and motivation. Through questionnaire processing and brand loyalty measurement, Coach's brand loyalty status IV was obtained. SPSS software and Excel were used to conduct statistical analysis on the survey results, and further combined with qualitative and quantitative research methods, the brand positioning of Coach was conducted and the marketing environment and media communication channels were systematically analyzed. Through research of the coach brand purchase behavior, to extract the key factors affecting the brand loyalty, to coach the existing development strategy put forward reasonable Suggestions for improvement, and put forward new brand loyalty promotion strategy, in order to optimize the product structure of the Coach, Coach of the perfect marketing system, improve the coach brand loyalty and brand satisfaction, enhance the market competitive position. Through the research and analysis found that Coach in the Chinese market opportunities and challenges co-exist. On the one hand, Coach faces competition from top luxury brands and mass consumer brands, on the other hand, it faces the threat of alternatives from other entry luxury brands. But China's rising GDP growth and rising urban consumption have given coach a shot in the arm. In addition, "millennials" have become the most potential consumers in China's luxury market, injecting fresh impetus into the luxury industry. Coach, the "leader of the top entry luxury brands," still has a number of problems. In order to find out the problem, a questionnaire survey and brand loyalty measurement were conducted for Coach's customers. The results showed that most of them were vulnerable loyalists with high levels of behavioral loyalty and low emotional loyalty, which Coach was very likely to lose. Finally, according to the current situation of Coach brand loyalty and a series of problems existing in brand management, this paper proposes a feasible brand loyalty promotion strategy, mainly from the strengthening of brand image, promote brand communication, improve brand satisfaction, and convey brand emotion four aspects. Yang Jian(MBA) Supervised by Wu Jiong Keywords: Coach, Brand loyalty, Entry Lux, Brand management V 目录 摘要 ............................................................ III Abstract ........................................................ III 第一章 绪论 ....................................................... 1 1.1研究背景及意义 ............................................... 1 1.1.1研究背景 ................................................. 1 1.1.2研究意义 ................................................. 2 1.2研究方法及内容 ............................................... 3 1.2.1研究方法 ................................................. 3 1.2.2研究内容 ................................................. 3 1.3研究的技术路线 ............................................... 4 1.4研究重点及难点 ............................................... 6 1.4.1研究重点 ................................................. 6 1.4.2研究难点 ................................................. 6 第二章 理论基础 ................................................... 7 2.1品牌忠诚的相关研究 ........................................... 7 2.1.1品牌忠诚理论 ............................................. 7 2.1.2品牌忠诚度测量 ........................................... 9 2.1.3品牌忠诚的价值 .......................................... 10 2.1.4品牌忠诚策略 ............................................ 11 2.2品牌管理的相关研究 .......................................... 12 2.2.1品牌管理概述 ........................................... 12 2.2.2品牌管理面临的挑战 ...................................... 12 2.3轻奢品行业的市场现状研究 .................................... 13 2.3.1轻奢品概述 .............................................. 13 2.3.2轻奢品牌的行业现状 ...................................... 14 第三章 蔻驰的品牌管理情况分析 .................................... 15 3.1 蔻驰的品牌概述 .................