lv品牌中国市场分析报告

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1、word完美格式LouisVuittonWrittenbyMia(ShuoSun)Date:2008-06-02精心整理学习帮手word完美格式Listofcontent1Projectdefinition31.1Problembackground31.2Problemformulation31.3Limitations41.4Methodology42Introduction:52.1LVMHgroup52.2LouisVuitton52.21Thebrandhistory52.22Globaldevelopment73SWOTana

2、lysis74Analyzingcompetition104.1Fiveforces104.11Industrycompetitors104.12Threatofnewentrant114.13Threatofsubstituteproduct114.14Bargainingpowerofsuppliers124.15Bargainingpowerofcustomers124.2ThemaincompetitorinChinesemarket124.3Marketpositions145Chinesemarket155.1Introdu

3、ctionofChinesemarket155.2Growthstrategies175.3Analyzingthecostumers185.31Buyercharacteristics185.32Thebuyingdecisionprocess205.4Differenttypesofcustomers225.5Thecopyproduct285.6Advertisement315.7Conclusion336Questionnaire336.1Questionnaire336.2Analysisofthequestionnaires

4、357Brand377.1Brandequity377.2Brandingposition417.3Productlife-cycleMarketingstrategies438Conclusion459ListofLiterature45精心整理学习帮手word完美格式1ProjectdefinitionLVMHgroupisthebiggestluxuryproductgroupintheworld,andthecompanyhasalotofbrands,LouisVuittonisthebestwell-knownbrandin

5、thisbiggroup.Thisbrandbuiltitsownflagshipshopsinmanycountriesoftheworld.AccordingtothedevelopmentoftheChinadevelopment,Chinabecomethethirdbiggestluxuryproductmarketintheworld.LVMHgroupespeciallyLouisVuittongetagooddevelopmentinChina.1.1ProblembackgroundLouisVuittonisafam

6、ousluxurybrandintheworldwide.Thetargetcustomersofitsproductsincludetheroyalfamilynoblesandsomerichsuccessfulpeople.Thisluxurybrandmeanssuccessfulandstatus.Butnowmanypeoplewhentheybuytheseluxuryproducts,theyjusteyelessfollowthebranding,buttheydonotcareabouttheproductitsel

7、f.Manypeoplethinkthathaveluxuryproductcansatisfytheiramour-propre,luxuryproductisnotonlymerchandise.Alsohavemanypeople,theywanttoownsomefamousluxurybrand,buttheydonothaveenoughmoney,sotheychoosethecopyone.Moreandmorepeopleusethecopyone,throughthiswaytheluxurybrandbecomec

8、ommonandphilistinismandthevalueofthebrandwillbelost.1.2ProblemformulationFromlastcentury,thepurchasingp