博柏利品牌建立与推广

博柏利（Burberry）是极具英国传统风格的奢侈品牌，其多层次的产品系列满足了不同年龄和性别消费者需求，公司采用零售、批发和授权许可等方式使其知名度享誉全球。本文首先介绍了博柏利品牌的背景和研究的意义和目的。从品牌入手，然后通过阅读论文总结博柏利品牌的研究现状，从中分析博柏利品牌存在的问题，总结博柏利品牌的研究成果，最后探索博柏利全球化营销策略。从博柏利品牌是如何建立开始，分析博柏利品牌推广的方法和策略，对博柏利推广战略做了详细介绍，在推广战略上存在一些问题，本文详细写出存在哪些具体的问题，并对问题进行了探讨，最后根据研究博柏利品牌，总结了个人的观点。

关键词：Burberry； 品牌建立； 品牌推广
 

Abstract
Burberry is a luxury brand of British traditional style, which multi-level products satisfy the needs of consumers in different age and gender. The company makes its reputation world-renowned with retail, wholesale, licensing and etc. This paper first introduces the background of the Burberry and researching methods and purpose. Starting with the brand, the author will summary current situation of Burberry by reading the paper, analyze the problems of Burberry, sum up the research results of Burberry, and finally explore the global marketing strategy of Burberry. Starting with the beginning of Burberry, the author analyzes promotion methods and strategy of Burberry. With the detailed introduction of Burberry promotion strategy, there are some problems in the promotion strategy. This article details the specific problems, and the issue was discussed. Finally, the author sums up its personal view based on the study of Burberry.

Keywords: Burberry；brand building；brand promotion

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