奢侈品服务商营销策略研究—以寺库为例
A Study on the Marketing Strategy of Luxury Service Providers ——Taking SECOO Company as an Example
Abstract
文中采用了PEST模型、五力分析模型、SWOT分析、4P营销策略等理论方法和分析工具,分析中国奢侈品行业发展,寺库公司的内部环境和市场环境,并对公司的总体战略和营销战略提出建议。寺库是奢侈品电商行业业中的佼佼者,公司五年来营业额持续保持超过200%的年增幅,除了抓住了中国经济高速发展的市场机遇外,还与公司产品的差异化商业模式有很大关系,但同时,公司面临销售规模、利润增长以及奢侈品行业真品率、对品牌商的议价能力等方面挑战。公司应选择差异化战略,具体包括国际化、平台化、智能化的战略。 Strategic theories such as the PEST Analysis, Porter's Five Forces Model, SWOT Analysis, 4P marketing strategies and other relevant tools are used in this paper to critically evaluate SECOO company's internal environment and managerial issues.,and discuss the development strategy and marketing strategy of SECOO company.SECOO company is the industry leader in the luxury electric provider industry, ...