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浅析轻奢品品牌的创立与维护——以Michael Kors为例


类型:案例|13000字, 类别:原创|系数:3.84, 附件:开题报告|文献综述

【摘要】

浅析轻奢品品牌的创立与维护——以Michael Kors为例


在当今社会的发展中,人们对于一般的奢侈品的喜好在渐渐退步,所以大众开始理性消费,从而掀起了轻奢风潮。与高端人士消费的高端产品与之相对的是,轻奢品之所以成为年轻人的选择,是因为它的价格亲民、品质高端,它的商品价值也被高消费群体仰慕,其潜在的消费群体非常广。国内市场被注入了一大批美国轻奢品品牌,也有一定的效果,以MK为例,它受到了各方的追捧。但我国的轻奢行业不成熟、市场不稳定,许多轻奢品牌在品牌维护上还是存在着较多的问题。本文从多角度出发,运用文献研究法、定性分析法、对比分析法,本文作者以Michael Kors品牌的创立与维护,来研究其品牌发展的经验和发展过程中所汲取的教训,我国也可以从此得到借鉴方法。

关键词: 轻奢品;Michael Kors;品牌创立;品牌维护
 Analysis on the establishment and maintenance of light luxury goods brand- Take Michael Kors as an example
Abstract:In the development of today's society, people's preference for luxury goods is gradually declining, so the public began to rational consumption, which set off a wave of light luxury. In contrast to the high-end products consumed by high-end consumers, the reason why light luxury goods have become the choice of young people is that their prices are close to the people, their quality is high-end, their commodity value is also admired by high-end consumers, and their potential consumer groups are very wide. The domestic market has been injected into a large number of American luxury brands, but also has certain effects. Take MK as an example, it has been sought after by all parties. However, China's light luxury industry is immature and the market is unstable. Many light luxury brands still have many problems in brand maintenance. From multiple perspectives, using literature research, qualitative analysis and comparative analysis, the author of this paper uses Michael Kors brand establishment and maintenance to study its brand development experience and lessons learned in the process of development, from which China can also draw lessons.
KeyWords: light luxury goods; Michael Kors; brand creation; brand maintenance

 

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