论奢侈品牌的事件管理模型和特性

摘要

Along with the expansion of Chinese luxury market, the competitions among the luxury brands become more and more serious. Both the luxury brands and academic circle gradually focus on how to utilize events to effectively and efficiently achieve the marketing objectives. Based on the 6S EVENTS model as well as the amount of analysis and researches on events management in luxury industry, this paper puts forward the Events Marketing Model of luxury brands and points out the 6 necessary EVENTS features. The findings will contribute to the Marketing researches and events management of luxury brands in China.%随着中国奢侈品消费市场的不断扩大,奢侈品牌的竞争也愈发激烈.如何通过事件管理来实现品牌的营销目标逐渐成为每个奢侈品牌关注的焦点,也成为学术界探索的新领域.本文基于事件管理6S EVENTS模型,研究和分析了大量奢侈品牌的事件管理案例,并结合奢侈品牌行业内的调查研究,提出了奢侈品牌的事件营销模型,指出了奢侈品牌在事件管理中必须具备的EVENTS特性,为中国奢侈品牌的营销研究和事件管理提供了坚实的基础.