摘要
摘要
近年来伴随中国经济、科技突飞猛进的发展，人民的消费水平不断提升，加之新冠
疫情对全社会的影响，群众的消费观有了明显改变。中国市场已晋升为奢侈品行业在全
球范围内最庞大的消费市场，赶超欧洲、北美市场成为全球奢侈品行业的增长引擎。中
国的新富阶层及年轻一代消费者越来越重视生活品质，享受物质带来的心理满足。众多
国际知名奢侈品品牌纷纷将业务重心转向中国，近年来不断在国内新增店面，投入大量
资金在中国市场的品牌营销中。就目前奢侈品品牌在全球恢复运营的情况来看，中国显
然是应对新冠疫情带来的冲击恢复速度最快、恢复效果最可观的市场，因此奢侈品公司
想要通过中国市场拉动品牌收入，必须结合本国国情，及时调整符合中国市场特征的营
销策略。
奢侈品以企业为核心的市场营销模式用于当下的中国市场明显力不从心，中国中产
阶级以上消费者对奢侈品的需求不断增长，消费心理和消费行为开始发生转变。虽然从
奢侈品公司业绩表现来看中国是核心市场，但仍然处于发展阶段，许多营销策略需要投
入更多研究有待优化完善。掌握中国年轻一代消费群体的需求是奢侈品公司占领高地的
首要任务。稀缺和排他是奢侈品的天然属性，如何既保持稀缺、又实现“可触达”是奢
侈品公司完善中国市场营销策略的重点。
4C营销理论提倡以消费者为核心研究制定企业市场营销策略。本论文以 X公司为
研究对象，结合中国奢侈品市场宏观环境、微观环境进行 SWOT态势分析，基于 STP
理论模型进行市场目标定位，以 4C营销理论模型，从需求、成本、便利、沟通四个维
度构建 X品牌的营销方案。本文提出的营销建议对 X公司在中国市场的长期发展具有
充分的理论和实践意义。
关键词：奢侈品，营销策略，X公司，4C理论
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西北大学硕士学位论文
ABSTRACT
These years, with the fast growth of China’s economy, Sci-tech, and the impact of COVID-19
among the whole society, people's consumption level and concept have changed significantly.
The Chinese market has been promoted to be the largest consumer market in the global luxury
industry, surpassing The European and North American markets and becoming the growth
engine of the global luxury industry. China's new rich and younger generation of consumers
increasingly value quality of life and enjoy the psychological satisfaction of material goods.
Many well-known international luxury brands have shifted their business focus to China. In
recent years, they have continuously added new stores in China and invested a lot of money in
brand marketing in the Chinese market. For luxury brands are in the global recovery
operations, China is clearly responding to the impact of the outbreak of the new champions
league fastest recovery, recovery effect is the most significant market, so luxury companies
want to pull through the Chinese market brand income, must be combined with its national
conditions, adjust accord with the characteristics of the Chinese market marketing strategy.
The enterprise-centered marketing model of luxury goods is obviously inadequate in the
current Chinese market. The demand for luxury goods of Chinese middle class and above
continues to grow, and the consumption psychology and behavior begin to change.
Although China is a core market in terms of the performance of luxury companies, it is still in
the development stage, and many marketing strategies need to be optimized and improved
with more research. Mastering the needs of China's younger generation of consumers is a
priority for luxury companies to occupy the high ground. Scarcity and exclusivity are the
natural attributes of luxury goods. How to maintain scarcity and achieve "accessibility" is the
key point for luxury companies to improve their marketing strategies in China.
4C marketing theory advocates the research and development of enterprise marketing
strategies with consumers as the core. The research object in this paper is X company. To
conduct SWOT situation analysis is combined with the macro environment and microcosmic
environment of China's luxury market, market target positioning is carried out based on STP
theoretical model, and marketing plan of X brand is constructed from four dimensions of
demand, cost, convenience, and communication by 4C marketing theoretical model. Based on
combing theory and combining practice, reasonable suggestions are put forward for X
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