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系統識別號 U0026-0906201516111900
論文名稱(中文) 奢侈品不再是奢侈品?
論文名稱(英文) Is Luxury Still Luxurious?
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 103
學期 2
出版年 104
研究生(中文) 朱憶庭
研究生(英文) Yi-Ting Chu
學號 R66021174
學位類別 碩士
語文別 中文
論文頁數 61頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-康信鴻
中文關鍵字 奢侈品  奢侈品分類 
英文關鍵字 luxury  luxury classification 
學科別分類
中文摘要 近年奢侈品市場成長快速,其中在中國市場的銷售額占全球總額的比例在2013年達到47%,可見中國龐大消費者的購買能力迅速提升,且奢侈品消費者不再只有高端市場的消費者,也包含大眾市場,但伴隨而來的是許多奢侈品牌產品被過多人擁有而造成的奢侈品大眾化現象和不同奢侈品牌的目標市場趨於差異化。
而除了傳統的奢侈定義,近年也出現了不同的新定義,本研究試圖整理過去文獻和實務現象之間的關係,將奢侈品牌根據產品價格和店家數分類來重新定義不同種類的奢侈,包括典型奢侈、低價奢侈、大眾化奢侈,最後根據各類奢侈品牌的銷售狀況和策略來解釋現今的奢侈品發展和提供建議。
英文摘要 SUMMARY
Because the market of luxury goods has been growing and changing at unprecedented pace since 1990s, there are new definitions of luxury and many researches in conspicuous consumption. The purpose of this study is to combine those new definitions of luxury in recent studies with practical phenomenon. The study classifies luxury brands into different groups by product price and store number, including classic luxury, low-price luxury and democratized luxury. The data of every brand’s revenue from 2008 to 2013 is used to compare every group’s performance. Finally, this study explains luxury development nowadays and provides some suggestion to different groups.

INTRODUCTION
Luxury market has been growing up quickly these years, especially in China. In 2013, 47% of total luxury goods revenue in the world was from China because the purchasing power of Chinese luxury consumers were raising, including those from high level and mass markets. It leads democratization of luxury and diversity of luxury brands. At the same time, some popular brands with loud product have decreases in revenues, while other brands with quiet product have increases in revenues stably. According to previous researches, expensiveness and scarcity play important roles in luxury goods, so the study classifies 30 luxury brands by the two factors to find the reasons that different performances of different brands in this prosperous market.

Through hierarchical cluster analysis, those 30 brands are classified into three groups, classic luxury, low-price luxury and mass luxury. Next step is to collect those brands’ revenues from 2008 to 2013. The finding is that classical and low-price luxury brands have better growth rates than mass luxury brands in this period. Finally, according to Keller(2009), marketers of luxury brands face some challenging tradeoffs in their marketing. Three of the notable tradeoffs are as follows: (1) Exclusivity vs. Accessibility. (2) Classic vs. contemporary images. (3) Acquisition vs. Retention. We collect information of those brands’ marketing strategies to understand different groups’ managers’ decisions on facing the tradeoffs and make some suggestions.

MATERIALS AND METHODS
At first, we have 50 luxury brands from a list, top 50 most searched for luxury handbags brands, made by Digital Luxury Group. Because we need those brands store numbers and product price to represent the factors, scarcity and expensiveness, after deleting 20 brands which have no information about their store numbers or product prices, we have 30 brands in the end. Since the phenomenon is in China, we collect those brands’ store numbers in China on official websites, their most searched products on Taobao and official prices in China of those products on brands’ official websites. Then we use hierarchical method and Ward’s method to classify those brands, and we predict there will be four groups, classical luxury, low-price luxury, mass luxury and non-classical luxury. Classical luxury brand has fewer store numbers and sells higher-price products. It has long history and exclusive, expensive and scarce images. Low-price luxury brand has fewer store numbers and sells lower-price products. It has short history and provides high perceived prestige but reasonable price products. Mass luxury brand has more store numbers and sells higher-price products. It is traditional luxury brand and goes to the mass market now. Non-classical luxury brand has more store numbers and sells lower-price products. It provides products with low price and good quality.

RESULTS AND DISCUSSION
In our results, there are three groups, classic luxury, low-price luxury and mass luxury. In fact, Coach is the only brand in the non-classical cluster and it explains that there are few brands that adopt these kinds of price and store strategies, so we do not discuss about this cluster.
Then, we collect their revenues from 2008 to 2013, and we find that classical and low-price luxury brands have better growth rates than mass luxury brands in this period. After analyzing their marketing strategies, we have three propositions as follows:
Proposition1: For classical luxury, the products they sell are expensive, limited supply, handmade and logo-free. They adopt slow growth strategy; have great brand stories; target high-end market and allocate resources toward existing customers.
Proposition2: For low-price luxury, they adopt affordable luxury position and target mass market; use digital marketing and social media to build relationship with customers; make brand images young and contemporary; focus on product innovation, expansion and localization
Proposition3: For mass luxury, they pursue a wide product range, including high and low price products; emphasize visible logo; target both high-end and mass market; take proactive approach to expansion, especially in emerging markets; have much brand history; use digital marketing and social media to access young customers.

CONCLUSION
Our theory contributions are that we redefine “luxury” by classifying luxury brands into three groups and we find that scarcity is more important to a luxury brand than price setting. In terms of managerial implication, we suggest that when managers face the tradeoffs, they should make decisions based on what group the brand belongs to. Brand position is also very important to their images and consumers and it should be clear.
論文目次 目錄
摘要 I
Abstract II
誌謝 V
目錄 VI
表目錄 VII
圖目錄 VIII
第一章 導論 1
第一節 現象 1
第二節 文獻小結及缺口 3
第三節 研究目的 4
第四節 研究貢獻 5
第五節 研究方法 5
第二章 文獻回顧 6
第一節 奢侈 6
第二節 奢侈品的稀少和昂貴特性 7
第三節 新奢侈 8
第四節 奢侈品現況與奢侈品消費者 10
第三章 研究架構與方法 13
第一節 研究設計 13
第二節 資料收集 13
第三節 研究架構 20
第四章 資料分析與結果 23
第一節 集群分析 23
第二節 銷售額資料與分析 32
第三節 各集群策略分析 36
第四節 各集群策略推論 43
第五章 結論與建議 45
第一節 結論 45
第二節 理論貢獻與實務意涵 45
第三節 研究限制與建議 46
參考文獻 48
附錄一 各品牌銷售額資料來源 56
附錄二 匯率換算 61
參考文獻 參考文獻
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