| Summary: | 碩士 === 國立中興大學 === 高階經理人碩士在職專班 === 101 === As M-shaped society has come, the market of luxury brand products grows stably, and forms a large economic scale. This is a domain worthwhile to research. Getting an advantageous position in the consuming market of luxury products is completely decided by consumers. Since the overall environment has changed, does a consumer’s purchase behavior has changed, too? This is the focal point which this article wants to research.
This was a case study on the brand name of ARMANI. This article wanted to understand the deeply hidden secret why this brand name could stand out among others in the luxury product market for 39 years. A positive analysis was conducted after the theories were consulted. It took a lot of manpower, material resources and time for this research. Total 300 luxury-product consumers were deeply interviewed. It was not easy that 194 valid questionnaires were received. This in-depth interview also included the practitioners who were engaged in luxury products business over 20 years. It was expected that the important factors which affected purchase intensions in present society could be objectively found. These important factors could be used as reference when the luxury product sellers designed their marketing strategies. According to the interview and a positive analysis, following points were suggested:
1. For the product itself, it is necessary to pay much attention to innovation, and let the product has its own character. For selecting a main force to sell the luxury products to the middle class consumers and the young population, it is better to launch a sub-brand of product designed with symbolic meaning and young image. Let the relatively masstige introductory products have a good reputation like top brands, and attract the pursuers of the luxury generation.
2. Value the brand image: set up an ideal, values and unique characters for an enterprise’s brand name. Integrate corporate social responsibility to position self’s niche. Combine powers in many ways to boost the influence, promote the development of the society, feedback our society and achieve the goal of sustainable development.
3. Good service to core consumers: Consumers of specific population have a certain degree of cognition and feeling to a specific brand name. Therefore, it is necessary to display the classical, top grade and limited products in the store more mindfully so as not to lose the pyramid-top customers.
4. Application of added value: a technology life moves toward a total integration. Make good use of technology. Integrate correlative industries with consumers. Provide the consumers with pleasant and convenient spaces and conditions to meet customer needs.
5. Make good use of customer relationship management (CRM): effectively manage the existing customers. Properly use customer-related information for analysis and research. Provide the enterprises with the research finding when they build their marketing strategies on developing new products or services in the future.
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