差异化营销理念在企业公共关系中的应用策略研究——以LVMH集团为例  

Research on the Application Strategy of Differentiated Marketing Concept in Enterprise Public Relations——Taking LVMH Group for Example

作　　者：何家欣 HE Jiaxin(East China Normal University,Shanghai 200000)

机构地区：[1]华东师范大学,上海200000

出　　处：《中国商论》2023年第5期87-90,共4页China Journal of Commerce

摘　　要：新冠疫情背景下,LVMH集团能够在经济下滑的状态下迅速调整营销策略,恢复良好的涨幅趋势,其集团内的差异化营销策略起到了至关重要的作用。本文通过分析LVMH集团的差异化营销策略,对中国奢侈品市场消费者进行问卷调查,结合STP理论挖掘出具体应用中的问题,并分析其背后的原因,提出了中国本土品牌在后疫情时代值得借鉴的相关策略方法。In the context of the epidemic, LVMH was able to quickly adjust its marketing strategy and recover a good growth trend in the economic downturn. Its differentiated marketing strategy within the group played a crucial role. By analyzing LVMH’s differentiated marketing strategy and conducting a questionnaire survey on Chinese luxury market consumers, combined with STP theory, the problems in specific application are excavated and the reasons behind them are analyzed. Finally, this paper proposes the relevant strategies and methods worthy of reference for Chinese local brands in the post-epidemic era.

关 键 词：差异化营销 企业公共关系 STP理论 LVMH集团 奢侈品市场 

分 类 号：F272[经济管理—企业管理]