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所在平台: Udemy |
课程主页: https://www.udemy.com/course/introduction-to-luxury-brand-management/
课程评论：没有评论
课程名称：奢侈品牌管理入门 课程概述：你是否曾思考过奢侈产品与其他产品之间的区别？成为奢侈品牌需要什么？消费者购买奢侈品的动机是什么？在现代这个后疫情的世界里，奢侈品又是如何变化的？新技术和不断增长的消费者审视是如何影响奢侈和高端品牌的？在《奢侈品牌管理入门》课程中，我们将解答这些问题及更多。课程分为三个部分：奢侈品介绍、奢侈品营销和市场趋势，并包含数十个来自奢侈品界的实际案例。 首先，我们将了解奢侈品的本质，讨论其定义为何如此复杂，并且分析价值3000亿美元的奢侈品行业中的主要参与者。接下来，我们将深入研究奢侈品牌消费者的购买行为，探讨他们的购物方式、消费金额以及对特定产品、服务和品牌的偏好，并定义不同的购买动机。 然后，我们将深入分析奢侈品品牌市场营销组合——在管理奢侈产品/品牌/服务时需要发展的七个营销策略要素。我们将从奢侈品牌及消费者期望的角度分析这七个要素。 最后，我们将探讨奢侈品行业中新兴的趋势，定义这些趋势产生的原因，它们如何在市场上共存，以及奢侈品牌对此变化的反应。课程中还会推荐读物、影片和网站，以便学员在课程结束后进一步扩展对该主题的知识。 简而言之，完成本课程后，你将理解奢侈品牌的核心内容及其未来需要适应的市场趋势。请注意，该课程为入门课程，不包括学生需要完成的作业。
Have you ever thought what makes luxury products so different from others? What does it take to be a luxury brand? What are the motivations for consumers to buy luxury products? How is luxury changing in this modern, post-pandemic world? How do new technologies and growing consumer scrutiny influence the luxury and premium brands?We will answer those and many other questions during the course of Introduction to Luxury Brand Management. The course is divided into three parts (Introduction to Luxury, Luxury Marketing and Market trends) and includes dozens of real examples from the world of luxury.First we will understand what luxury is all about, what it can mean and why is it so difficult to define. We will also speak about key players in the luxury sector worth 300 billion dollars to understand better the industry.In the second part of the course we will look closely at consumers of luxury brands - their purchase behaviour, which dives into how they shop as well as how much they spend and their preferences for certain products, services and brands. We will also define what are the different motivations to buy luxury products.Than we will move on to marketing mix - 7 elements of a marketing strategy that need to be develop while managing a luxury product/brand/services. We will analyze each of 7 Ps from the perspective of a luxury brand and consumers' expectations.In the third part of the course we will deep dive into trends emerging in the luxury sector. We will define where they come from, how they co-exist in the market and what is the response of luxury brands for such changes.During the course you will also receive recommendations of reading, movies and websites to follow to further broaden your knowledge on the subject after the course.To keep it short, after completing this course you will understand what the luxury brands are all about and what are the market trends they will need to adapt to in the near future.Please not that this course is an introductory course, it does not include activities to be done by students.
