奢侈品品牌“动物世界”：基于消费者视角的探讨  

From the Consumers＇ Perspective： the Animal World of Luxury Brands

作　　者：魏昀[1] 郑达辉[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2011年第17期101-111,共11页Modern Advertising

摘　　要：在消费者视角中，奢侈品品牌王国是一个“动物世界”，由消费者感知的品牌动物形象以及奢侈品使用群体的动物形象所共同构成。这种看法能更直观和有趣地反映消费者视角中的品牌形象。本文以趣味图解的形式探讨受访者对于奢侈品品牌动物形象的有趣的直觉感知，及直觉感知背后的显性因素’和隐性因素。。本文也从宏观上探讨奢侈品消费人群所具有的“动物性”，以窥探在消费者视角中主观构建的、由品牌动物形象和消费人群动物形象所构成的奢侈品品牌的“动物世界”，以期为奢侈品品牌了解中国消费者和执行中国战略提供另类视角。From the consumers＇ perspective, the kingdom of luxury brands is an animal world, which consists of the animal images of brands perceived by consumers and the animal images of luxury user groups. This view more directly and interestingly reflects the brand images in the eyes of consumers. This paper, in the form of interesting illustration, explores the respondents＇ amusing intuitions towards the animal images of luxury brands and the dominant factors and recessive factors behind such intuitions. This paper also discusses the animal images of the luxury consumer groups in a macro level, in order to peep into the animal world which is subjectively constructed in the consumers＇ mind and made up of both brands＇ and consumers＇ animal images, expecting to provide a different perspective for the luxury brands to understand Chinese consumers and implement Chinese-oriented strategies.

关 键 词：奢侈品品牌 动物形象 消费人群 

分 类 号：F768.9[经济管理—产业经济]