CAJ | 학술논문

奢侈是社会和人类自身发展的一个阶段性缩影,而奢侈品的诞生和发展也具有极强的时代感、社会感和历史感,这都为奢侈品品牌文化的共有基因和个性基因的形成奠定了基础.文章从产品特征和营销两个方面阐述了奢侈品品牌文化的共性,同时开创性的以时间和创新两个维度将奢侈品品牌文化的个性分为四个维度.此外,针对奢侈品品牌文化下的营销策略特征,文章提出了奢侈品营销策略的"三角理论"分析方法,为研究和制定奢侈品在中国市场的营销策略提供了指导.
사치시사회화인류자신발전적일개계단성축영,이사치품적탄생화발전야구유겁강적시대감、사회감화역사감,저도위사치품품패문화적공유기인화개성기인적형성전정료기출.문장종산품특정화영소량개방면천술료사치품품패문화적공성,동시개창성적이시간화창신량개유도장사치품품패문화적개성분위사개유도.차외,침대사치품품패문화하적영소책략특정,문장제출료사치품영소책략적"삼각이론"분석방법,위연구화제정사치품재중국시장적영소책략제공료지도.
Luxury is the phased reflection of the development of society and human being. The birth and development of luxury goods is of sense of times, social sense and sense of history, which establish the foundation of the formation of Luxury brand culture' s common and individual genes. This paper discusses the commonness of luxury brand culture from features and marketing, and at the meantime, divides Luxury brand culture into four dimensions from the angles of time and innovation. In addition, aiming at the marketing strategy feature under luxury brand culture, this paper puts forward the analysis methods of " Triangle Theory" about marketing strategies of the luxury goods, which is the guidance of researching and developing the marketing strategies in China.