中国民间偏方大全,北京特百惠专卖店,口朗尼塔特
1.0 Introduction引言
1.1 The basic situation in Hong Kong香港的基本情况
香港是一个唯物主义社会，也是一个消费社会。香港的大多数人不是为了生活而工作，而是渴望生活的便利。购买名牌产品是社会的标志之一。名牌产品始终是一个人的认同，也是质量的保证。既然如此，名牌产品一定要价格高，产量少。他们也决不会降价。世界上只有很少的人能拥有奢侈品，而业主也能引起其他人的注意。本次调查的目的是通过对名牌产品的受众分析，收集信息，确定消费用途。
第二次世界大战后，香港经济和社会迅速发展，东西方文化在这一地区相交，成为亚洲四小龙之一。在纽约和伦敦之后，香港是世界第三大金融中心。它是国际和亚太地区的主要航运枢纽和最具竞争力的城市之一。香港以其良好的秩序、自由的经济和健全的法律制度而闻名于世，被誉为“东方之珠”，也是世界上最富有、经济最发达的地区之一，生活水平最高。
Hong Kong is a materialistic society and also a consumer society. Most of the people in Hong Kong were not working for living only, but also desire for amenities of life. One of the symbols of society is purchasing famous brand products. Famous brand products are always an identification of a person and also a guarantee of quality. Since it is so, the famous brand products must be in a high price and with a rare production. They will never cut down the price as well. Only few people in the world are able to own the luxuries and the owners can draw the others’ attention. The objective of this investigation is to gather information and determine consumption use with audience analysis regarding the famous brand products.
Hong Kong's economy and society developed rapidly after World War II, Eastern and Western cultures intersected in this area, making it one of Asian four small dragons. After New York and London, Hong Kong is the third largest financial center in the world. It is one of the major shipping hubs and the most competitive city in international and Asia-Pacific areas. Hong Kong is famous for its good and order, free economy and sound legal system, it is known as the "Pearl of the Orient", it is also one of the world's richest, most economically developed regions with highest living standards.
1.2 Introduction about Louis Vuitton (LV)路易威登（LV）简介
路易威登（LouisVuitton），简称LV，是1854年成立的法国时尚品牌。路易威登（Louis Vuitton）的经典商标——花押字出现在大多数产品上。他们设计了许多不同的产品，如衣服、鞋子、珠宝、手表、配件和书籍。路易威登是世界领先的国际时尚品牌之一。根据在线信息，连续六年（2006-2012年），LV被誉为世界上最有价值的奢侈品品牌。2012年的估值为259亿美元。2013年，该品牌的估值为284亿美元，收入为94亿美元。该公司在全球50个国家设有460多家门店（路易威登，2016年）。
Louis Vuitton, can be shortened to LV, is a French fashion brand founded in 1854. The classic label of Louis Vuitton – Monogram showed on most of their products. They designed many different products like clothes, shoes, jewelries, watches, accessories, and books. Louis Vuitton is one of the leading international fashion brands in the world. According to online information, for six consecutive years (2006–2012), LV was known as the world's most valuable luxury brand. Its 2012 valuation was US$25.9 billion. The 2013 valuation of the brand was US$28.4 billion with revenue of US$9.4 billion. The company operates in 50 countries with more than 460 stores worldwide” (Louis Vuitton, 2016).
Louis Vuitton has designed and launched a suitcase when he was alive, called "Gris Trianon". The suitcase is very light and it appears with gray canvas decoration. After the launch of this suitcase, the wife of Napoleon III, Empress Eugenie also love it very much. After the death of Louis Vuitton, his son, George Vuitton built a world-renowned brand. In 1860, in order to get fit with the increasingly strong market demand, Louis moved his factory from Paris to Asnieres. In 1867, Louis Vuitton has won the bronze medal on the World's Fair, which makes his popular name “Louis Vuitton” brand more famous. Nevertheless, its influence even beyond France and started to become an international brand. In 1885, Louis Vuitton in London opened its first overseas branch. Because of its reputation, many fake products appeared. In 1888, George Vuitton introduced a new design of Vuitton luggage. He designed the surface of the box into a checkerboard style and the colors are brown and maroon. In addition, there was also printed “Louis Vuitton brand verification” on the suitcase label for people to distinguish (Louis Vuitton, 2016).
In 1893, George in the Chicago World's Fair showed the Louis Vuitton products. Henceforth, the brand officially appeared in the markets of United States. Since then, George has been committed to improving the international reputation of the brand. In 1894, he published the book “Journey”. In 1896, Louis Vuitton has officially launched a branding function canvas design, known as the “monogram canvas” because this new canvas have a large number of applications and symbolic meaning of symbols as Louis Vuitton always marked as “LV”. Subsequently, George went to the United States again, traveled to New York, Philadelphia and Chicago and other large cities, aimed at the popularization of the Louis Vuitton brand (Louis Vuitton, 2016).
In 1946, after World War II, in order to resist the recession situation, Louis Vuitton began designing luggage beyond his old line, he also invest and develop in other areas. 1978, Louis Vuitton opened its first stores in Asia – Japan. The concepts of this old brand are, “Louis Vuitton. Behind the legendary name is the journey of a visionary man who profoundly changed the art of luggage making, and in doing so, changed the notion of Travel itself (Louis Vuitton, 2016).”
The magazines in Hong Kong always post the new products of Louis Vuitton as the fashion trend. This action is virtually become an indirect promotion (Louis Vuitton, 2016).
1.3 Research aims and objectives
Hong Kong has always been one of the most important markets of LV, but since 2014, the sales in Hong Kong declines, for LV and those personnel engaged in marketing of luxury goods, to discuss how LV adjusts its marketing strategy is a issue of value. The aim of this research is to study how LV develops an appropriate marketing strategy based on the characteristics of consumers in Hong Kong in future. Based on this, it forms the following research objectives:
Objective 1: to explore the characteristics of consuming behavior of consumers relating to LV products in Hong Kong currently;
Objective 2: to compare similarities and differences between current and past consuming behavior of consumers relating to LV products in Hong Kong
Objective 3: to make recommendations on how LV develops appropriate marketing strategies in Hong Kong in future.
2.0 Body
2.1 Literature review
2.1.1 Consumerism
“Consumerism is a way of life combining high levels of material affluence with an emphasis on symbolic and emotional meanings associated with shopping and possessions. The United States continues to lead the way, but the phenomenon increasingly is of global scope. Consumerism can be interpreted positively as a means of stimulating the economy while facilitating people’s liberties to shape their identities and subcultures. The one unambiguous result of modern capitalism, of the industrial revolution, and of marketing ... is: In the way we live now, you are not what you make. You are what you consume’’ (Twitchell, 2002, p. 1).
2.1.2 Consumer culture
Consumer culture can be defined as a “social arrangement in which the relations between the lived cultural experience of everyday life and social resources, between meaningful ways of life and the symbolic and material resources on which they depend, is mediated through markets” (Sheth and Maholtra, 2015).
Oriental society is a collective society in which people are closely linked, people are very concerned about the evaluation from the society and other people. This determines that oriental consumers buy luxury goods for consumption and having some kind of luxury goods to show off their wealth, identity, status and so on (Mooij, 2011).
2.1.3 Lifestyle
Lifestyle refers to people’s values and aesthetics towards food, clothing, housing, transportation, labor work, recreation, social interaction and other material and spiritual life. After World War II, economy in Hong Kong developed a lot, people's income and living standards have been greatly improved. Meanwhile in Hong Kong, the people are deeply influenced by Western culture, and they have universally accepted systemic higher education, thus many people in Hong Kong pursue a more stylish, international and maverick way of life, which is an important reason for the popularity of luxury goods in Hong Kong (Kang and Park, 2016).
2.1.4 Social emulation
Social emulation theory was originally born in the field of sociological research. Inamori (2009) points out the invisible "successful ethics" in traditional Japanese society dominates people’s assessment on each other and defines the status of hierarchy, such as graduation origins , reputation of service business, powers of job title. This ethics calibrates their social positions and therefore bring a huge and permanent pressure on the lower-level persons, latecomers. Social emulation is the policy taken by most people, lower-level persons will accept their fate and work hard like a camel to catch up with the higher-level persons, hoping that they have the ability to mimic the way of life of higher-level persons, in order to get their own higher positions in the society (Inamori, 2009). Social emulation theory is also transplanted to the field of research on commercial consumption. McKendrick (1982) believes that the key factor for the birth of consumerism society is social emulation. In order to emulate the rich, middle class of a society will have an unprecedented fanaticism of consuming, while others do best to emulate the middle class. Emulation is the practice of consumers’ trying to exhibit above-average ability to pay to win the prestigious in the eyes of others. |
