| 中国大陆市场奢侈品的品牌传播战略与策略 |
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| 引用本文： | 郑秋锦. 中国大陆市场奢侈品的品牌传播战略与策略[J]. 科技和产业, 2008, 8(6): 44-47 |
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| 作者姓名： | 郑秋锦 |
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| 作者单位： | 泉州理工学院财经系,福建,泉州,362000;华侨大学,工商管理学院,福建,泉州,362021 |
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| 摘 要： | 如今中国大陆的经济迅速崛起，成为世界市场十分具有潜力的重要部分，在各个产品的纷纷进军和抢滩中国大陆的同时，雄心勃勃的奢侈品品牌厂商正以利用前期进入中国大陆市场做为铺垫，将新兴的中国大陆中产阶层做为他们的重要目标对象。本文以品牌传播的果核模型为依托，探讨中国大陆市场奢侈品的品牌传播战略与策略。
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| 关 键 词： | 中国大陆市场 奢侈品 品牌传播 战略与策略 |
| 文章编号： | 1671-1807(2008)06-0044-04 |
| 修稿时间： | 2008-03-07 |
The Brand Communication Strategy and Tactics on the Luxuries of Chinese Mainland Market |
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| ZHENG Qiu-jin. The Brand Communication Strategy and Tactics on the Luxuries of Chinese Mainland Market[J]. SCIENCE TECHNOLOGY AND INDUSTRIAL, 2008, 8(6): 44-47 |
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| Authors: | ZHENG Qiu-jin |
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| Affiliation: | ZHENG Qiu-jin(Department of finance , economics,Quanzhuo College of Technology,Quanzhou Fujian 362000,China,College of Bussiness Management,Huaqiao Univertsity,Quanzhou Fujian 362021,China) |
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| Abstract: | The economy in Chinese mainland is booming now and has become the important and potential part in the world market.When all of products enter and seize the Chinese mainland,ambitious luxuries brand manufacturers are taking advantage of accessing to the Chinese mainland market in the early stage as foreshadowing and taking the emerging middle class of Chinese mainland as significant target.This paper relies on the nutshell model of brand communication and explores the brand communication strategy and tactics... |
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| Keywords: | Chinese mainland market luxuries brand communication strategy and tactics |
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