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。
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 on the luxuries of Chinese mainland market.
出处
《科技和产业》
2008年第6期44-47,共4页
Science Technology and Industry
关键词
中国大陆市场
奢侈品
品牌传播
战略与策略
Chinese mainland market
luxuries
brand communication
strategy and tactics
