중국 명품 시장이 엄청난 속도로 성장하면서 중국 소비자들의 소비력이 벌써 전세계의주목을 받고 있다. 소비 능력이 향상되면서 매스티지 브랜드는 이미 중국에서 새로운 이슈가 되었다. ...
중국 명품 시장이 엄청난 속도로 성장하면서 중국 소비자들의 소비력이 벌써 전세계의주목을 받고 있다. 소비 능력이 향상되면서 매스티지 브랜드는 이미 중국에서 새로운 이슈가 되었다. 본 논문은 중국에서 매스티지 브랜드의 발전 현황을 알아보고, 매스티지 브랜드의 가치 (쾌락적 가치, 금전적 가치, 과시적 가치, 기능적 가치, 독특적 가치 )가 고객만족과 브랜드 충성도에 어떤 영향관계가 있는지를 연구하고자 한다. 이를 통해서 매스티지 브랜드는 앞으로 중국에서 발전 전망을 모색하고 매스티지 브랜드 미래 마케팅 전략에 대해 유용한 견해를 제공하기를 바란다.
With the development of the economy of China, the living standards of Chinese have a large scale enhancement. Luxury brand has already achieved great success on chinese market. But in the meanwhile, we find that masstige brand enters the Chinese marke...
With the development of the economy of China, the living standards of Chinese have a large scale enhancement. Luxury brand has already achieved great success on chinese market. But in the meanwhile, we find that masstige brand enters the Chinese market began to raise rapidly recent years also. Through this , we try to Chinese consumer’s brand loyalty about the masstige brand.
In this , based on previous studies on masstige brand, we first analyze the current masstige brand market’s condition of China. And then, we try to from 5 brand characteristics to analyze the masstige brand value. There are monetary value, functional value, pleasure value, ostentation value and unique value.
The results of this can be divided into 3 parts simply.
First, we find that monetary value, functional value, pleasure value, unique value can have a positive influence on consumer satisfaction. And in the mean while, monetary value and functional value have more powerful impacts on consumer satisfaction than pleasure and unique value. The second result of our analysis of data is that ostentation value doesn’t enjoy the positive influence on consumer satisfaction. The final result of our is that the masstige brand loyalty which can be attentively affected by consumer satisfaction. And from another aspect, according to the research , we find that in china, majority light luxury brands' products are bought by 20 years old young people. Most of them earn 5000-10000RMB every month and buy masstige brands' products 1-2times one year. In the survey, Coach, MCM, DKNY, Michael Kors are the most popular masstige brand in china .
And according to the results of analysis of data, we can have a constructive feedback that if the company try to establish a successful masstige brand in china, the brand supervisor should optimize the decoration of the store to apply the more higher grade services for consumers in order to enhance the brand image and brand ostentation value in consumers’concepts.
In a word, light luxury brands in China have very big development space in the long run in the future. And on condition that they want to gain more market share in the Chinese market, the company still need to make greater efforts in improving the brand image and quality.
I hope this can give some valuable and meaningful advices to the light luxury markets research area and have a more deeply analysis about current condition of masstige brand in China. And in the end, thanks my professor Geon-Cheol Shin again.
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