奢侈品品牌体验营销案例与影响效应研究——以Gucci为例  

Luxury brand experience marketing and its influence effect: a case study of Gucci

作　　者：唐新玲[1] 陈佳[1] 马海景 TANG Xinling;CHEN Jia;MA Haijing(School of Textiles and Fashion,Shanghai University of Engineering Science,Shanghai 201620,China)

机构地区：[1]上海工程技术大学纺织服装学院,上海201620

出　　处：《丝绸》2021年第10期52-59,共8页Journal of Silk

基　　金：上海工程技术大学一流课程培育项目(m202109001)。

摘　　要：在体验经济的时代背景下,Gucci通过给消费者创造美好的消费体验,成功打开了年轻人市场,对奢侈品服装市场起到了引领作用。文章基于体验营销和S-O-R模型相关理论,构建了Gucci品牌体验营销与影响效应的理论模型,并采用实证分析方法,对Gucci品牌的体验营销方式及对消费者意愿的影响进行了研究。研究表明:Gucci品牌的营销刺激与外界刺激均对Gucci体验营销动机存在显著正向影响,Gucci体验营销动机对购买意愿存在显著正向影响,个人财力因素会影响消费者购买Gucci产品的意愿。在此基础上对奢侈品服装企业提出了营销启示。In the context of experience economy,Gucci has successfully opened up the youth market and played a leading role in the luxury clothing market by creating excellent consumption experience for consumers.Based on the theories of experiential marketing and S-O-R model,the theoretical model of Gucci brand experience marketing and its influence effect is established in this paper,and Gucci brand experience marketing methods and relevant effects on consumer willingness are studied.The research shows that both the marketing stimulus and external stimulus of Gucci brand have a significant positive impact on Gucci brand experience marketing motive;Gucci brand experience marketing motive has a significant positive impact on purchase intention.In addition,individual financial factors will affect consumers’willingness to purchase Gucci products.On this basis,this paper proposes marketing enlightenment for luxury clothing enterprises.

关 键 词：Gucci品牌 体验营销 奢侈品消费 消费动机 消费意愿 体验经济 

分 类 号：TS941.1[轻工技术与工程—服装设计与工程]