LV品牌中国市场分析.docx
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LV品牌中国市场分析.docx
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LV品牌中国市场分析
Louis
Vuitton
WrittenbyMia(ShuoSun)
Date:
2008-06-02
Listofcontent
1Projectdefinition
LVMHgroupisthebiggestluxuryproductgroupintheworld,andthecompanyhasalotofbrands,LouisVuittonisthebestwell-knownbrandinthisbiggroup.Thisbrandbuiltitsownflagshipshopsinmanycountriesoftheworld.AccordingtothedevelopmentoftheChinadevelopment,Chinabecomethethirdbiggestluxuryproductmarketintheworld.LVMHgroupespeciallyLouisVuittongetagooddevelopmentinChina.
1.1Problembackground
LouisVuittonisafamousluxurybrandintheworldwide.Thetargetcustomersofitsproductsincludetheroyalfamilynoblesandsomerichsuccessfulpeople.Thisluxurybrandmeanssuccessfulandstatus.Butnowmanypeoplewhentheybuytheseluxuryproducts,theyjusteyelessfollowthebranding,buttheydonotcareabouttheproductitself.Manypeoplethinkthathaveluxuryproductcansatisfytheiramour-propre,luxuryproductisnotonlymerchandise.Alsohavemanypeople,theywanttoownsomefamousluxurybrand,buttheydonothaveenoughmoney,sotheychoosethecopyone.Moreandmorepeopleusethecopyone,throughthiswaytheluxurybrandbecomecommonandphilistinismandthevalueofthebrandwillbelost.
1.2Problemformulation
Fromlastcentury,thepurchasingpowerofChinesecustomersisincreaseveryfast,moreandmoreChinesecustomersbecamericher,andtheymoreprefertobuytheforeignbrands.SomeinternationalsupermarketchainandshopsandretailersgetintotheChinesemarket,theseshopswillopenaroadtotheluxuryproductgetintotheChinesemarket.ManyfamousluxuryproductbrandsbegantogetintotheChinesemarket.InChina,theaverageincomeofthepeopleislowerthansomedevelopedcountry,sothepriceoftheluxuryproductisstillveryhighforthemanypeople.Luxuryproducthasanexpensivepricedependontheirhistoryandtheuserofthesebrandsandthequality,butintheChinesemarket,thecopyoneispopular,becausericherpeopleisonlyafewgroupinthecountry,andmostpeopleinthecountryarenotrich,theydonotwanttospendtheir2or3mouthssalaryonaluxuryproduct,likeabag.Butforsomeluxurybrand,likeLouisVuitton,theyaretheleadersofthefashionintheworld,becausetheyhavetheirownfashionshow.Manypeoplewanttofollowthefashion,buttheycannotconsumeluxuryproductasanormalproduct,sotheychoosecopyone,andthecopyonehaveabigmarketsharecomparetherealone.
1.3Limitations
Inthisproject,Ididnotwritesomethingaboutthefinancialpartofthisbrand,andIdidnotwritetheorganizationpartofthebrandeither.IonlyfocusontheanalysisofthebrandandanalysistheChinesemarketandtheChinesecustomers.
1.4Methodology
IusetheSWOTanalysis,fiveforces,marketposition,brandposition,productlifecycle,STPmodelandbuyingbehaviorintheproject.
2Introduction:
2.1LVMHgroup
LVMHMoëtHennessy-LouisVuittongroupisthebiggestluxuryproductsgroupintheworld.ThegroupownmorethanfiftyfamousbrandsinfivedifferentareaswhichincludeWines&Spirits;Fashion&LeatherGoods;Perfumes&Cosmetics;Watches&Jewelry;Selectiveretailing.
ThisFrenchgroupwasbuildingon1987,butthesefamousbrandshavealonghistory,sodependsonthebrands,thegroupgrownfast.Rightnowthegrouphasmorethan2000storesinworldwideandmorethan71000employees,andmorethan74%employeesarebasedoutsideFrance.(ThefiguresfromthewebsiteofLVMHgroup)Besidesdevelopingbusinessthegroupalsobuildssomewelfareworksandprotectstheenvironment.
ThemissionoftheLVMHgroupistorepresentthemostrefinedqualitiesofWestern"ArtdeVivre"aroundtheworld.
Inviewofthismission,fiveprioritiesreflectthefundamentalvaluessharedbyallgroupstakeholders:
becreativeandinnovate:
aimforproduceexcellence;bolstertheimageofourbrandswithpassionatedetermination;actasentrepreneursstrivetobethebestinallwedo.
2.2LouisVuitton
Inthisfamousluxuryproductgroup,LouisVuittonisthemostwellknownbrand.ThemainproductofLouisVuittonisleathers----travelingbagsandhandbags.
2.21Thebrandhistory
In1837,LouisVuittonwhowasborninacarpenterfamilyinFrancecomestoParis,andtriestomakealivinginthere.Atfirst,hewasanapprenticeofaworkshopwhichwasmakeluggage.Afterseveralyears,hebegantoservicetotheroyalty,anddependsonthebettercraft,LouisVuittonmakeatravelingbagforthequeenofNapoleonIII,afterthatthequeenbegantotrustinhim.WhenLouisVuittonserviceinthepalace,histechniqueandtasteofmakingtravelingbagsareincreased,thisisgoodforhimtomakethehighqualityluggageinthefuture.Andatthesametime,makingtheluggagefortheroyalty,itisalsoincreasethebrandvalueofLouisVuittoninthefuture.In1854,LouisVuittonstopworkingintheroyalpalace,andheopenthefirstshopofleatherinPairs,themainproductistheflatluggage,andatthistime,hecreateanewbrand,namedLouisVuitton.Becausehehastheexperienceofservicetothequeen,hecreatestheclassical“Trianongrey”travelingbagswhichmakeofcanvas.Afterthiskindofbagslaunched,itbecomesverypopularintheupperclassesofParis,manynoblesinParistheychoosethisluggagetobetheirtravelingbags.Afterfouryears,LouisVuittonopensthefirstfactoryinAsnières.In1871,LouisVuittonopensanewshoponScriberoad;afterfouryears,heopenedanewshopinLondon.Theclassicalproductironboundluggagewaslunchedin1889.In1896,thefamiliarMonogramdesignwaslaunchedtotryandcounteractthereplicasmadebyhiscompetitorswhowerecopyinghisuniquestyles.ThesonofLouisVuittonmakethefamous“LV”logoonit.ThelatergenerationsofLouisVuittonmakesthisbrandmoreandmorefamous,andcreateagoodvalueofthisbrand.In1984,thestocksofLouisVuittonarecomeintothemarketinParisandNewYork.In1987,LouisVuittonandtheMoetchampagnecompanywhichbuildin1973andthebrandHennessywhichbuildin1765incorporatedtoanewgroupLVMHgroup.
Aftermorethan150years,althoughLouisVuittonalreadybelongstoLVMHthisbiggestluxuryproductgroup,butinallbrandsunderLVMHgroup,thesalesofLouisVuittonismorethan60%ofthewholegroup.
2.22Globaldevelopment
LouisVuittoncomefromFranceandafterthebrandwasborn,itbecomeverypopularinPairsorthewholeFrance.ThefirstforeignmarketofLouisVuittonisLondon.Afterthat,LouisVuittonalsogetssuccessfulinotherwesterncountries.In1978,LouisVuittonopenitsmarketinJapan,thisisitsfirststepinAsianmarket.LouisVuittongetabigsuccessfulinJapanesemarket,now,JapanesemarketisthebiggestmarketforLouisVuittonintheworld.From1992,LouisVuittonentersChinesemarket.Until2008,LouisVuittonalreadyopened19shopsinChina,notonlyfocusonthebigcitylikeBeijingShanghai,alsoopenedshopsinmiddlesizecities.Infutureof2008,LouisVuittonplantoopen10newshopsinChina.LouisVuittonalreadyopensitsshopsin52countries.LouisVuittonmorefocusinAsianmarket,becauserightnow,Chinaisbecometothethirdbiggestluxuryproductmarketintheworld,justafterJapanandtheUS.ThetotalpopulationinAsianisthelargestintheworldandtheeconomydevelopmentinAsiangrownfast,especiallyIndianChinathiskindofdevelopingcountries.
3SWOTanalysis
Strengths
LVMHgroupisthebiggestluxurygroupintheworld,thegrouphasmorethan50brandsin5differentareas,andLouisVuittonisthemainandthemostimportantbrandinthegroup.Thisisthestrongersupporterforthebrand.LouisVuittonhasmorethan150yearshistory,thisbrandisalsothemostwellknowbrandintheluxuryindustry.Itisveryfamous.ManypeoplethinkLouisVuittonmeansluxurysuccessfulandricher.
Expectthecenturies-oldhistory;LouisVuittonproductshavebestqualityfashiondesignandrefinedcraftwork.
Aboutthematerials,LouisVuittonchoosetheskinthatfromthecattlethatliveinthenorthEurope,becausethenaturalenvironment,thecattlebitebymosquitoinfrequent,sotheskindonothavealotofscaronit.Intheproduceprocess,LouisVuittoncontroltheirqualityverystrict,theirproductdonothaveanydistortion,themainfactoryofLouisVuittoninParishasaexamroomfortestthefinishedproduct.
Everyyear,thefashionshowofLouisVuittonistheleaderofthefashionindustry.Throughthebeautifuldesign,LouisVuittonisoneoftheleaderofthefashionindustry.FortheVIP,LouisVuittonofferstheotherservice-------theycanhavetheirownproductmaketoorder.Thisservicecangivethecustomersomeuniqueproductforthemselves,thisattractmanypeople.
AndmostcustomersofLouisVuittonarethenobleorricherpeople,theychoosethisbrand,intheotherside,thisisalsoincreasethebrandvalue,theupperclassinthesocialbelievesthisbrand.
Asaluxuryproduct,thepriceofLouisVuittonishigh,butitcanbeaproductthroughMomtothedaughter,becausetheLouisVuittonproductsneverhaveanydiscount,andthepriceoftheproductsgoesupyearbyyear,andthebrandmaintaintheirproductsforever.Alsocausethehigherprice,thelogoofLouisVuittonbecomesakindofsignofsuccessfulandricher.
Weakness
Asaluxurybrand,itstargetcustomersarethefirstclassofthesocial,sotheyonlyservicefewpeople.Itsmarketissmallerthantheordinaryproducts.
Inthisluxuryindustry,ithasalotoffamousbrand.LouisVuittonhasmanycompetitors.Somecompetitorscomefromthesameluxurygroup,likeFendi,someco
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- LV 品牌 中国 市场分析
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