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我国作为世界上公认的消费生产大国,拥有着世界上最大的奢侈品消费市场。国内的奢侈品牌在逐步创新的基础上,以时尚化、人性化、高端化赢得了广大消费者的关注,已经成为了我国品牌建设工程中的一支重要力量。但同国际市场上的著名奢侈品牌相比,国内奢侈品牌的差距还是比较大的。奢侈品牌广告策略的运用是一种重要的资源。虽然国内的奢侈品牌的发展取得了不错的效果,但是从整体上来看,其广告策略在运用过程中还是存在着一些问题。本文首先分析了广告策略的内涵,然后分析了广告策略对于奢侈品牌打造的深层次意义,最后针对中国本土奢侈品牌的广告策略提出了一些应对对策。
As a recognized consumer powerhouse in the world, our country owns the largest consumer market of luxury goods in the world. On the basis of gradual innovation, the domestic luxury brands have won the attention of consumers with fashion, humanity and high-end, and have become an important force in the brand building projects in our country. However, compared with the famous luxury brands on the international market, the gap between domestic luxury brands is still relatively large. The use of luxury brand advertising strategy is an important resource. Although the development of domestic luxury brands has achieved good results, on the whole, there are still some problems in the application of its advertising strategy. This paper first analyzes the connotation of advertising strategy, and then analyzes the deep meaning of advertising strategy for building luxury brands. Finally, some countermeasures are put forward for advertising strategies of Chinese local luxury brands.