摘要
近几年来,中国奢侈品消费增长领跑全球。我国皮革奢侈品消费也将会随着千禧一代的成长延续。梳理中国千禧一代的成长背景,结合我国未来发展态势,调研千禧一代在皮革奢侈品方面的消费特点与产品需求,总结当前奢侈品牌的营销手段与产品设计现状,提出利用人口红利及地缘优势,借助消费回流趋势大力发展本土市场,以数字化营销为核心整合线上线下触点,提供更具共鸣价值的设计服务和本土文化认同等发展建议。
In recent years,China’s luxury consumption growth has led the world.The consumption of leather luxury goods in China will continue with the growth of millennials.Combing the growing background of Chinese millennials with the future development situation of our country,this paper investigates the consumption characteristics and product demand of millennials in leather luxury goods,summarizes the current marketing means and product design status of luxury brands,and puts forward to make use of demographic dividend and geographical advantages,to vigorously develop the local market with the help of consumption return trend,and to integrate online and offline contacts with digital marketing as the core.To provide more resonant value of design services and local cultural identity and other development suggestions.
作者
丁婉婧
宛如玉
许梦佳
黄靳月
孟子矜
郑斐匀
姚云鹤
DING Wanjing;WAN Ruyu;XU Mengjia;HUANG Jinyue;MENG Zijin;ZHENG Feiyun;YAO Yunhe(College of Biomass Science and Engineering,Sichuan University,Chengdu610065,China;Key Laboratory of Leather Chemistry and Engineering of Ministry of Education,Sichuan University,Chengdu610065,China;National Engineering Research Center of Clean Technology in Leather Industry,Sichuan University,Chengdu 610065,China)
出处
《皮革科学与工程》
CAS
北大核心
2021年第6期76-80,共5页
Leather Science and Engineering
关键词
皮革奢侈品
千禧一代
消费
市场
设计
leather luxury goods
millennials
consumption
market
design
