外国经济与管理
外國經濟與管理
외국경제여관리
Foreign Economies & Management
2015年
1期
21~31
,共null页
奢侈品 奢侈品品牌 品牌忠诚 品牌延伸
奢侈品 奢侈品品牌 品牌忠誠 品牌延伸
사치품 사치품품패 품패충성 품패연신
luxury goods; luxury brand; brand loyalty; brand expansion
中国奢侈品市场近年来迅速扩大，却鲜有得到世界认可的本土奢侈品品牌。本文通过对国内外最近几年的奢侈品品牌相关研究进行梳理，辨析了奢侈、奢侈品和奢侈品品牌概念，从顾客感知的视角分析了奢侈品品牌价值的构成及其影响因素，探讨了奢侈品品牌的塑造、品牌忠诚及品牌长期管理等主题，并指出了现有研究的局限和未来研究的方向，希望能够为中国本土奢侈品品牌的构建提供借鉴，并为后续研究提供启示。
中國奢侈品市場近年來迅速擴大，卻鮮有得到世界認可的本土奢侈品品牌。本文通過對國內外最近幾年的奢侈品品牌相關研究進行梳理，辨析瞭奢侈、奢侈品和奢侈品品牌概唸，從顧客感知的視角分析瞭奢侈品品牌價值的構成及其影響因素，探討瞭奢侈品品牌的塑造、品牌忠誠及品牌長期管理等主題，併指齣瞭現有研究的跼限和未來研究的方嚮，希望能夠為中國本土奢侈品品牌的構建提供藉鑒，併為後續研究提供啟示。
중국사치품시장근년래신속확대，각선유득도세계인가적본토사치품품패。본문통과대국내외최근궤년적사치품품패상관연구진행소리，변석료사치、사치품화사치품품패개념，종고객감지적시각분석료사치품품패개치적구성급기영향인소，탐토료사치품품패적소조、품패충성급품패장기관리등주제，병지출료현유연구적국한화미래연구적방향，희망능구위중국본토사치품품패적구건제공차감，병위후속연구제공계시。
Recently, luxury market in China is expanding rapidly, but there are few luxury local brands that are known all over the world. Through a literature review of luxury brands in China and a- broad in recent years, this paper discriminates the concepts of luxury, luxury goods and luxury brands, analyzes the formation of luxury brand value and its influencing factors from the perspective of consumers＇ perceptions,diseusses topics such as brand building, brand loyalty and long-term brand management of luxury brands, and points out current research limitations and future research directions in order to provide reference for the construction of luxury local brands in China and enlightenment for follow-up research.
