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| 英国传统奢侈品牌Burberry近年来的转型之路 摘 要：Burberry作为著名英伦奢侈品牌，近年来颇受关注。品牌整体风格在逐渐地年轻化。营销方案一次次都十分成功。在互联网数字营销这一方面更是堪称引领者。本文着重分析了Burberry近年来积极开拓数字化领域的品牌转型战略。从而研究奢侈品发展给中国社会经济带来的积极影响，并通过一系列现存的问题对未来中国的奢侈品发展提出相应的看法与建议。 关键词：奢侈品；Burberry；数字化营销；转型 目 录 中文摘要及关键词┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 1 外文摘要及关键词┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 1 引言┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 2 一、Burberry的发展历史┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 2 二、Burberry的重大转型点┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 3 （一）整合生产链、确定销售重心┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 3 （二）数字营销上的创新┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 3 （三）Burberry进驻天猫┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 4 （四）代言人的选择┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 5 （五）Burberry复古风潮┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 6 三、Burberry与Louis Vuitton的营销对比┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 7 （一）Louis Vuitton的营销模式┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 7 （二）Burberry的营销模式┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 8 四、奢侈品发展对中国的影响┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 9 （一）奢侈品发展对中国经济的影响┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 9 （二）中国奢侈品行业发展现存的问题和发展方向┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 9 结论┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 10 参考文献┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 11 致谢┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅┅ 12 |
