GUCCI中国市场营销策略研究

本科论文ABSTRACTTherefore,the new luxury industry is developing gradually,people's livingstandard is improving gradually,and it is a sunrise industry that is obvious to all.Therapid development of the luxury industry,which caters to the market demand,isdifferent from the traditional luxury industry which relies on handwork,high leveland small spread.It is also different from the ordinary daily consumer goods industry,which is an indispensable modern commercial popularization and personalizedproduct.The consumption consciousness and consumption level of Chinese consumersare growing with the improvement of the economy and living standard,and overseasluxury brands will not stop their global layout.It can be said that the current Chinesemarket has become a competitive place for many luxury brands.It is different fromthe traditional luxury industry,and also different from the ordinary consumer goodsindustry,the Chinese market has become a battleground for many luxury brands.The development of new luxury goods is much later than that of luxury goods.Ina sense,it is the product of the popularization of traditional luxury goods.Itscharacteristic is high quality,the price is not low,can batch produce and the craft isfirst-class.Chinese consumers'consumption of new luxury goods is growing rapidly,and many new luxury brands overseas see China as an increasingly importantbattleground.In this context,the behavioral characteristics of Chinese consumers'consumption of new luxury goods and the marketing strategies of new luxury goodsin China have attracted more and more attention.PEST analysis method was applied to GUCCI China marketing macroenvironment were analyzed,and the application of SWOT analysis method to analyzemicrocosmic environment GUCCI China marketing,Then,through STP marketanalysis,the 4P theory makes a targeted interpretation of GUCCI's marketing strategyin the Chinese market,finds out the problems and proposes its own improvementmeasures and analyze the GUCCI China marketing strategy,mainly analyzes theproduct strategy,