發(fā)布時(shí)間：2018-01-09 19:09

  本文關(guān)鍵詞：德國(guó)奢華電器品牌Miele在中國(guó)的發(fā)展戰(zhàn)略研究　出處：《上海外國(guó)語(yǔ)大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 奢侈品 家用電器行業(yè) 市場(chǎng)策略 市場(chǎng)拓展

【摘要】：奢侈品在國(guó)際上被定義為“一種超出人們生存與發(fā)展需要范圍的，具有獨(dú)特、稀缺、珍奇等特點(diǎn)的消費(fèi)品”。國(guó)際公認(rèn)的“奢侈品”主要包括高檔服裝、珠寶首飾、豪華游艇、私人飛機(jī)以及頂級(jí)家用電器等。中國(guó)目前是奢侈品市場(chǎng)增長(zhǎng)的主要驅(qū)動(dòng)力。奢侈品行業(yè)看好中國(guó)在未來(lái)的五到十年間擁有幾近無(wú)窮的市場(chǎng)潛力。進(jìn)入21世紀(jì)以來(lái)，中國(guó)高收入階層不斷擴(kuò)充，開始追求高質(zhì)量的生活家用電器，部分人把目光投向了Miele品牌，甚至親自前往位于德國(guó)的Guetersloh總部進(jìn)行購(gòu)置�；�于此，這些頂級(jí)家用品牌公司意識(shí)到中國(guó)擁有巨大的市場(chǎng)需求，并決定進(jìn)駐中國(guó)市場(chǎng)。中國(guó)目前是奢侈品市場(chǎng)增長(zhǎng)的主要驅(qū)動(dòng)力。奢侈品行業(yè)看好中國(guó)在未來(lái)的5至10年間擁有幾近無(wú)窮的市場(chǎng)潛力。 Miele上海代表處于2004年10月26日成立，2005年在北京成立代表處。2008年正式確立在中國(guó)市場(chǎng)的品牌影響力地位，中國(guó)成為全球奢侈品快速增長(zhǎng)的領(lǐng)軍市場(chǎng)，形成了奢侈品在中國(guó)零售的雛形，并在上海和北京繁華中心地區(qū)建立了零售網(wǎng)點(diǎn)。 作為家族產(chǎn)業(yè)，Miele年?duì)I業(yè)額高達(dá)28億歐元，而歐洲市場(chǎng)帶來(lái)其中75%的營(yíng)業(yè)額，當(dāng)然，家族第四代繼承人對(duì)中國(guó)市場(chǎng)仍有很大的信心。中國(guó)高收入消費(fèi)群體與德國(guó)高消費(fèi)人群在生活模式或者風(fēng)格方面，具有很大的不同，但是對(duì)于那些社會(huì)地位顯著的人群來(lái)說，如同在迪拜或紐約一樣，有著對(duì)高質(zhì)量、高標(biāo)準(zhǔn)生活家用電器的要求與追求。過去的幾年里，Miele品牌以簡(jiǎn)約大方的設(shè)計(jì)及人性化操作樣式，贏得了中國(guó)絕大多數(shù)高收入群體。憑借著不斷積累的市場(chǎng)零售經(jīng)驗(yàn)和持續(xù)擴(kuò)大的消費(fèi)需求，Miele品牌于2010年在中國(guó)成立了第一家Miele旗艦店。 紅樹林西海岸被視為是深圳市的標(biāo)志性大廈，也是Miele家具進(jìn)駐中國(guó)房地產(chǎn)行業(yè)第一次嘗試。截至2006年早期，Miele品牌已為一千多公寓提供生活家用電器服務(wù)，之后著重發(fā)展北京和上海兩個(gè)市場(chǎng)。Miele的消費(fèi)群體包括，例如柏悅大酒店、總統(tǒng)套房的家具等，其中中國(guó)大陸的大部分娛樂明星和體育產(chǎn)業(yè)及香港同胞都是Miele的忠實(shí)消費(fèi)者，北京鳥巢和水立方附近的七星級(jí)酒店也指定使用Miele的產(chǎn)品。 Miele的創(chuàng)始人Zinkan指出，家具產(chǎn)品重要的在于它的設(shè)計(jì)，包括它的外形和操作方面的性能，同時(shí)，售后服務(wù)更是至關(guān)重要。在產(chǎn)品進(jìn)駐市場(chǎng)之前，我們必須保證專業(yè)化售后服務(wù)人員是可靠信任的，這也解釋了Miele品牌只成立北京和上海兩個(gè)辦事處的原因所在。明確行業(yè)發(fā)展的方向?qū)τ贛iele這一世界頂級(jí)家用電器品牌在中國(guó)的發(fā)展戰(zhàn)略有著重要的意義。 通過研究未來(lái)奢侈品電器行業(yè)的現(xiàn)狀以及發(fā)展，分析Miele這一頂級(jí)家用電器品牌在中國(guó)的發(fā)展方向以及發(fā)展戰(zhàn)略，，同時(shí)制定相應(yīng)的市場(chǎng)拓展以及區(qū)域管理的計(jì)劃，包括組織架構(gòu)的完善，如何拓展新興城市以及新興市場(chǎng)，也包括對(duì)新興非傳統(tǒng)渠道的建立探討，最后針對(duì)性的提出優(yōu)化對(duì)策和措施。
[Abstract]:Luxury is defined as "a people's survival and development needs beyond the scope, has a unique, scarce in the world, rare characteristics of consumer goods". The internationally recognized "luxury" mainly includes high-end clothing, jewelry, luxury yachts, private jets and top household appliances. Chinese is currently the main driving force of luxury the growth of the market. The luxury industry optimistic about the China have almost unlimited potential in the next five to ten years. Since twenty-first Century, China high income continued to expand, began to pursue high quality of life of household appliances, some people turned to the Miele brand, even personally went to the headquarters in Germany Guetersloh based on this purchase. These top domestic Brand Company realized, Chinese has huge market demand, and decided to Chinese. Chinese is currently stationed in the market of luxury goods market growth The main driving force. The luxury industry is optimistic that China has nearly infinite market potential in the next 5 to 10 years.
Miele Shanghai office was established in October 26, 2004 2005 set up a representative office in Beijing in.2008 formally established position China brand influence in the market, the rapid growth of China become the global luxury market leader, formed a prototype China luxury in retail, and established retail outlets in Shanghai and Beijing metropolitan area.
As a family business, Miele annual turnover of up to 2 billion 800 million euros, while the European market brought 75% of the turnover, of course, the fourth generation of the family still have a lot of confidence in the market. China China high-income consumer groups and consumer groups in the German high life pattern or style, are very different, but for the society the status of significant people, as in Dubai or New York, with high quality, high standard of living home appliances demand and pursuit. In the past few years, Miele brand with simple and elegant design and user-friendly operation style, won the overwhelming majority of China high-income groups. With the accumulation of the market experience in retail and consumer demand continues to expand, the Miele brand in 2010 in Chinese established the first Miele flagship store.
West Coast mangrove is regarded as a Shenzhen city landmark building, is also in the real estate industry Miele furniture Chinese first try. As of early 2006, Miele brand has more than 1000 apartments provide household appliances service life, then focus on the development of Beijing and Shanghai two markets including.Miele consumer groups, such as Bai Yue Hotel, president suite furniture, which Chinese, most of the entertainment stars and sports industry and the Hongkong compatriots are loyal consumers of Miele, near the Beijing bird's nest and the water cube seven star hotel also specified the use of Miele products.
The founder of Zinkan Miele pointed out that it is important to the design of furniture products, including performance, appearance and operation of it at the same time, customer service service is more important. Before entering the market, we must ensure that professional customer service staff is reliable trust, which also explains why only the establishment of the Beijing and Miele brand the two offices in Shanghai. A clear direction of development of the industry plays an important role in the Miele of the world's top home appliance brand development strategy in China.
The status and development of the future of luxury appliances industry, Chinese analysis in the direction of the development of Miele the top brands of household appliances, and formulate the corresponding development strategy, market development and regional management plans, including the organization reform, how to develop the new city and emerging markets, including the establishment of new non traditional channels finally, put forward the optimization countermeasures and measures.

【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F272;F416.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 文慶;;中國(guó)的奢侈品現(xiàn)狀以及消費(fèi)者消費(fèi)動(dòng)機(jī)研究[J];今傳媒;2011年06期

2 羅美俠;;我國(guó)奢侈品消費(fèi)的社會(huì)因素探究[J];重慶科技學(xué)院學(xué)報(bào)(社會(huì)科學(xué)版);2013年01期

3 劉建湖;紫石;;關(guān)于奢侈品經(jīng)濟(jì)概念的研究[J];商業(yè)時(shí)代;2009年24期

4 高興佑;向長(zhǎng)福;;從凡勃倫效應(yīng)談奢侈品的營(yíng)銷策略[J];商業(yè)時(shí)代;2010年11期

5 牛琦彬;鄧玉輝;;21世紀(jì)企業(yè)組織結(jié)構(gòu)發(fā)展趨勢(shì)分析[J];中國(guó)石油大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2006年01期

6 顧春景;;企業(yè)組織結(jié)構(gòu)發(fā)展概述[J];沿海企業(yè)與科技;2006年02期

7 王飛;;中國(guó)奢侈品市場(chǎng)分析及攻略[J];中國(guó)商界(下半月);2009年10期

8 王海燕;;基于經(jīng)濟(jì)學(xué)視角的奢侈品營(yíng)銷策略研究[J];新疆財(cái)經(jīng)大學(xué)學(xué)報(bào);2012年04期

本文編號(hào)：1402280