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Jingdong book

奢侈品品牌管理（第二版）

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Jingdong book

奢侈品品牌管理（第二版）

Name: 奢侈品品牌管理（第二版）
Brand: Jingdong book
SKU: 3110218211
Price: 47.97 USD
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《奢侈品品牌管理（第二版）》从奢侈品的定义入手，探讨了奢侈品的定位与排他性，以及在奢侈品行业的发展。作者对奢侈品进行了重新的定义，更适合当今富人和新富的生活方式。他们开发的概念以及通过奢侈品营销创作实践展示了奢侈品品牌管理的多道工序。本书为战略经营思维提供了一个很好的经验。

《奢侈品品牌管理（第二版）》很好地结合了理论和实践，它是务实的，不仅有详细的说明，还有坚实的理论基础。在丰富的专业经验和国际奢侈品品牌管理的基础上，作者描述和展示了管理和创造力不仅可以共存，并且相得益彰。

Content Description

奢侈品品牌的定义是什么？传统智慧表明，它是一个选择性和排他性到这样的程度，即只有一个品牌可以存在于每个零售类别（如汽车、香水、化妆品等）。但这一定义本质上是严格的，没有考虑到如今对奢侈品品牌的定义方式，越来越多的奢侈品品牌通过将它们摆放在商店的位置和消费者如何看待它们而定义。《奢侈品品牌管理（第二版）》是奢侈品品牌管理方面第一本涵盖品牌最全面的书，着眼于当今大部分世界品牌。
《奢侈品品牌管理（第二版）》建立在这个新的、更广泛的定义基础之上。《奢侈品品牌管理（第二版）》涉及的奢侈品品牌超过450个国际知名品牌，遍布广泛的行业。《奢侈品品牌管理（第二版）》新增了金融危机对奢侈品品牌的影响，并展望了新的增长期。这《奢侈品品牌管理（第二版）》融合了管理与市场营销，并将现实生活中的例子与作者在职业生涯中成功使用过的管理工具放入书中与读者分享。

Author Description

米歇尔·舍瓦利耶，博士，法国巴黎大学教授，EIM巴黎及上海办事处合伙人、经理。毕业于法国巴黎高等商学院，获得美国哈佛商学院MBA和DBA学位，曾执教于法国欧洲商学院（INSEAD）、法国高等经济与商业科学学院（ESSEC）和法国巴黎高等商学院（HEC）。曾工作于波士顿咨询公司与S．C．庄臣公司，曾成功出任PacoRabanne香水公司CEO、PacoRabanne时尚公司总裁、巴黎Revillon时尚集团主席等职。

热拉尔德·马扎罗夫，法国高等经济与商业科学学院（ESSEC）奢侈品品牌管理MBA课程的负责人。毕业于法国高等化学学院，获得化学工程师学位，之后于美国哥伦比亚大学获得MBA学位，曾执教于西班牙马德里Empresa学院和意大利米兰欧洲设计学院。曾工作于安达信咨询公司，曾任Salvatore Ferragarno（纽约与米兰）的CEO，Loewe（马德里）与Bally（瑞士）的总裁，并担任多家顶级奢侈品公司的品牌顾问。

卢晓，国际时尚与精品品牌管理专家，众多国际奢侈品集团和中国时尚与精品品牌的战略和品牌顾问，我国最早从事时尚与精品品牌管理的学者，中国精品品牌管理领域的开创者和奠基者，法国高等经济与商业科学学院（ESSEC）奢侈品研究中心培养的第一位也是唯一一位华人博士。目前执教于复旦大学管理学院、巴黎大学（Dauphine）和法国高等经济与商业科学学院。著有《中国精英，奢侈品消费者行为学》（Elite China，Luxury Consumer Behaviors）—书，该书首先在国际上提出了奢侈品消费者行为学理论，并且广泛应用在时尚与精品行业，为推动行业发展做出了重要理论和实践贡献。

Comments

★认真了解国际奢侈品品牌和行业，不被市场短暂冷暖左右，超越媒体肤浅褒贬，深入探讨和关注品牌管理细节。——吴越（Andrew Wu），路威酩轩集团（LVMH ）大中华区总裁
中国是奢侈品消费者第一大国，如果要了解奢侈品品牌的机遇与挑战和奢侈品消费背后的动因，必读此书！
——HERMANN WINKLER，施华洛世奇（Swarovski）北亚区高级副总裁

★《奢侈品品牌管理》（第二版）是非常有雄心的，符合它的目标定位。
——Franoise Montenay，香奈儿公司前总裁

★《奢侈品品牌管理》（第二版）收录了之前相关书籍从来没有收集到的事实和数据，帮助读者了解奢侈品行业面临的主要挑战与发展方向。
——Christian Blanckaert，Petit Bateau公司主席和EPI 集团顾问

★《奢侈品品牌管理》（第二版）很好地结合了理论和实践，不仅有坚实的理论基础、详细的说明，还有丰富的数据与图表。在丰富的专业经验和国际奢侈品品牌管理案例的基础上，作者向读者描述和展示了管理和创造力不仅可以共存，而且可以相得益彰。
——Christian Pinson，法国欧洲商学院（INSEAD）名誉教授

★没有一个商业行为像奢侈品品牌管理一样。奢侈品品牌管理像一门艺术，它试图将市场营销和商业行为所必须的逻辑与论证方法融入创作过程中。在本书中，作者首先分析什么是奢侈品，然后讨论在管理过程中所需要使用的工具。如果你想在这个迷人的行业中取得成功，这是一本很好的参考读物。
——Carlo Valerio，欧洲设计学院CEO

★这本经典著作对奢侈品进行了重新的定义，更适合当今富人和新富的生活方式。他们开发的概念以及通过奢侈品营销创作的实践展示了奢侈品品牌管理的多道工序。这本书为战略经营思维提供了一个很好的借鉴。
——Dr. Arthur A. Winters，美国纽约州立大学时装技术学院名誉教授

Catalogue

第1章奢侈品的概念
1.1 一个不确定的定义
1.2 词义演变的记录
1.3 现有定义的分类
1.4 奢侈价值
1.5 真正奢侈、中端奢侈
1.6 奢侈，存在和表现
1.7 合法性的五个来源
1.8 结论

第2章奢侈品行业的特征
2.1 是什么让奢侈品如此不同
2.2 奢侈品成功的关键
2.3 主要运营商

第3章主要奢侈品部门
3.1 成衣业务
3.2 香水及化妆品业务
3.3 酒类业务
3.4 手表和珠宝市场
3.5 皮具市场
3.6 奢侈酒店和招待的世界
3.7 总结

第4章品牌的力量
4.1 品牌价值
4.2 品牌特征
4.3 品牌及其符号
4.4 法律层面和品牌保护

第5章奢侈品的顾客
5.1 谁是奢侈品的顾客
5.2 参观者
5.3 新顾客
5.4 来自不同国家的顾客是否相似
5.5 RISC的研究
5.6 奢侈品消费者的心理图表分类

第6章解析品牌的工具
6.1 品牌生命周期
6.2 牌的诞生
6.3 品牌的成长
6.4 品牌的成熟
6.5 衰退、重新推出和品牌的消亡
6.6 另牌识别
6.7 一个仍旧太陌生的概念
6.8 其他分析模型
6.9 识别概念的局限：战略层面和操作层面的含义

第7章创意管理
7.1 创意活动的本性
7.2 产品管理
7.3 品牌美学
7.4 品牌与艺术

第8章传播
8.1 4P理论已过时
8.2 广告
8.3 公关、活动、促销和网络
8.4 产品的地位
8.5 公司行为
8.6 实际消费者
8.7 什么是好的传播
8.8 中国市场的品牌沟通

第9章国际分销
9.1 国际分销体系
9.2 不同的分销体系
9.3 价格构成
9.4 广告预算和广告策略
9.5 免税店业务中的特殊情况
9.6 平行市场：原因和结果

第10章零售
10.1 背景分析
10.2 奢侈品领域的零售
10.3 作为沟通工具的店铺
10.4 零售与批发的模式

第11章品牌授权策略
11.1 完全依赖品牌授权发展的品牌
11.2 多数品牌对外授权的业务
11.3 专门从事授权业务的公司
11.4 品牌授权下发展的过程

第12章奢侈品品牌的电子商务
12.1 奢侈品电商的不同类型
12.2 奢侈品品牌的020模式

结论

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Jingdong book

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