《奢侈品营销》课程教学大纲 一、课程基本信息 课程代码：16115602 课程名称：奢侈品营销 英文名称：luxury marketing 课程类别：专业课 学 时：32 学分：2 适用对象：市场营销（本科）专业 若核方式：者杳 先修课程：管理学、市场营销学 二、课程简介 奢侈品营销是市场营销专业中新兴的一门课程。中国已成为奢侈品消费的大 国，国际各大奢侈品品牌纷纷在中国加强布局，需要奢侈品方面的专业人才。奢 侈品营销与大众品营销有诸多差异，因此了解和掌握奢侈品品牌发展的现状，进 而熟知奢侈品营销的内容、方法与技巧，并具备分析问题、解决问题的能力，有 助于成为奢侈品行业的专业人才，并顺应我国品牌化的发展，为我国高质量品牌 的发展添砖加瓦。同时，也有助于开拓国际视野，转换思维方式，增强对理论与 实践的探索热情。 奢侈品营销课程的主要内容包括：奢侈品导论、奢侈品的目标顾客、奢侈品 的市场定位、奢侈品的产品规划、奢侈品的价格规划、奢侈品的渠道规划、奢侈 品的零售管理、著侈品的沟通规划。 Luxury marketing is a newly-developing unit of marketing major.A large numbe of luxury goods are consumed in China.Professional talents people in luxury goods industry are needed because international luxury brands are strengthening development in China.There are many differences between luxury marketing and marketing.Therefore,it attributes to become luxury industry professionals with understanding and mastering the development status of the luxury brands,being familiar with the contents,methods and skills of luxury marketing and having the ability to analyze and solve problems.Meanwhile,it also helps to broaden international view,to transform the way of thinking and to enhance the exploring enthusiasm of theory and practice. The main contents of luxury marketing unit include:introduction to luxury goods, 《奢侈品营销》课程教学大纲 一、课程基本信息 课程代码：16115602 课程名称：奢侈品营销 英文名称：luxury marketing 课程类别：专业课 学 时：32 学 分：2 适用对象：市场营销（本科）专业 考核方式：考查 先修课程：管理学、市场营销学 二、课程简介 奢侈品营销是市场营销专业中新兴的一门课程。中国已成为奢侈品消费的大 国，国际各大奢侈品品牌纷纷在中国加强布局，需要奢侈品方面的专业人才。奢 侈品营销与大众品营销有诸多差异，因此了解和掌握奢侈品品牌发展的现状，进 而熟知奢侈品营销的内容、方法与技巧，并具备分析问题、解决问题的能力，有 助于成为奢侈品行业的专业人才，并顺应我国品牌化的发展，为我国高质量品牌 的发展添砖加瓦。同时，也有助于开拓国际视野，转换思维方式，增强对理论与 实践的探索热情。 奢侈品营销课程的主要内容包括：奢侈品导论、奢侈品的目标顾客、奢侈品 的市场定位、奢侈品的产品规划、奢侈品的价格规划、奢侈品的渠道规划、奢侈 品的零售管理、奢侈品的沟通规划。 Luxury marketing is a newly-developing unit of marketing major. A large number of luxury goods are consumed in China. Professional talents people in luxury goods industry are needed because international luxury brands are strengthening development in China. There are many differences between luxury marketing and marketing. Therefore, it attributes to become luxury industry professionals with understanding and mastering the development status of the luxury brands, being familiar with the contents, methods and skills of luxury marketing and having the ability to analyze and solve problems. Meanwhile, it also helps to broaden international view, to transform the way of thinking and to enhance the exploring enthusiasm of theory and practice. The main contents of luxury marketing unit include: introduction to luxury goods