| 基于仰视消费下的奢侈品牌营销攻略 |
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| 引用本文： | 赵海霞.基于仰视消费下的奢侈品牌营销攻略[J].长春大学学报,2008,18(11):23-25. |
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| 作者姓名： | 赵海霞 |
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| 作者单位： | 东北师范大学传媒科学学院,吉林长春130117 |
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| 基金项目： | 东北师范大学人文哲学社会科学青年基金项目(08QN029) |
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| 摘 要： | 随着我国奢侈品消费时代的来临，奢侈品消费已逐渐进入某些社会阶层，并有广阔的市场前景。本文从奢侈品牌的内涵入手，重点分析了仰视消费的心理与现实原因，并从公关、广告、情景营销、整合营销角度进行营销策略分析。
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| 关 键 词： | 仰视消费 奢侈品牌 营销攻略 |
The luxury brand marketing strategy based on upward consumption |
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| ZHAO Hai-xia.The luxury brand marketing strategy based on upward consumption[J].Journal of Changchun University,2008,18(11):23-25. |
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| Authors: | ZHAO Hai-xia |
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| Institution: | ZHAO Hai-xia(School of Media Science,Northeast Normal University,Changchun 130117,China) |
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| Abstract: | With the approach of the consumerism era,luxury industry has gradually entered some social strata and has broad market prospect.This article,starting with the connotation of luxury brands,mainly analyzes the psychological and practical reasons of upward consumption and analyzes marketing strategies from the perspectives of public relation,advertising,scene marketing and integrated marketing. |
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| Keywords: | upward consumption luxury brand marketing strategy |
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