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只要你的产品和梦想有关,你就尽可以使用奢侈品的营销战略来塑造品牌。作为一本被奉为营销“圣经”的著作,《奢侈品战略》的成文逻辑是:要做好奢侈品的市场营销,必须先搞清楚什么是奢侈品。因此本书在开篇用了相当笔墨对“奢侈品”的内涵正本清源,这很容易让你在甫一阅读时产生错觉,以为是在看一本社会学或人类学图书。看似松散又相互纠缠的话题让读者有点发蒙,但在作者看来再正常不过:“一本奢侈品品牌管理的书,倘若仅是罗列成套的规则和各样的公式,实在令人匪夷所思。”“因为奢侈品的本质是一种文化。”——什么东西的本质不是一种文化呢?
As long as your product is related to your dream, you can use your luxury marketing strategy to shape your brand. As a book marketed as “Bible,” the logic of the “luxury strategy” is that to do the marketing of luxury goods, one must first understand what is luxury. Therefore, the book begins with quite a few words to clarify the original meaning of “luxury ”, which makes it easy for you to make an illusion when you first read it, thinking you are reading a book about sociology or anthropology. Seemingly loose and intertwined topics make the reader a little overdone, but the author seems to be normal, however: “A book of luxury brand management, if only to set out a complete set of rules and various formulas, it is incredible . ”“ Because the essence of luxury is a culture. ”- What is not the nature of a culture?