| 摘要 | 第1-6页 |
| Abstract | 第6-10页 |
| Ⅰ. Introduction | 第10-13页 |
| Ⅱ. The Middle Kingdom,the new opium of the luxury industry | 第13-35页 |
| ·China,the locomotive of the luxury industry | 第13-22页 |
| ·Estimation of the worldwide luxury industry | 第13-14页 |
| ·Overview of the Chinese luxury market | 第14-22页 |
| ·Geographical repartition | 第16-19页 |
| ·Repartition by activity segments | 第19-20页 |
| ·The actors of the Chinese luxury market | 第20-22页 |
| ·Promising analysis for the foreign luxury brands | 第22-35页 |
| ·PEST analysis | 第22-32页 |
| ·Political factors | 第22-24页 |
| ·Economic factors | 第24-25页 |
| ·Social factors | 第25-31页 |
| ·Technological factors | 第31-32页 |
| ·SWOT analysis | 第32-35页 |
| Ⅲ. The "Made for China" | 第35-79页 |
| ·Key theoretical concepts about marketing | 第35-42页 |
| ·What is marketing? | 第35-39页 |
| ·Definition of marketing | 第35-36页 |
| ·To design a marketing strategy | 第36-37页 |
| ·The operational marketing and the 4 Ps | 第37-39页 |
| ·Field operations and periodic plan | 第37-38页 |
| ·Main variables of the marketing mix | 第38-39页 |
| ·Adaptation of Marketing | 第39-42页 |
| ·Mix marketing management in the luxury sector | 第39-41页 |
| ·Intercultural marketing | 第41-42页 |
| ·Marketing adapted to the Chinese market | 第42-79页 |
| ·Segmentation of the Chinese Market | 第42-46页 |
| ·The fast increase of the white-collar workers | 第42-43页 |
| ·The "Bobos" phenomenon | 第43页 |
| ·The gap between generations | 第43-44页 |
| ·The gap between regions | 第44-46页 |
| ·Positioning of the western luxury industry | 第46-48页 |
| ·Cross cultural Mix Marketing | 第48-79页 |
| ·The product | 第48-58页 |
| ·Intrinsic characteristics | 第48-51页 |
| ·The range | 第51-54页 |
| ·The packaging | 第54-57页 |
| ·Associated services | 第57-58页 |
| ·The price | 第58-63页 |
| ·Objectives and constraints of the price setting | 第58-59页 |
| ·Setting price methods | 第59-60页 |
| ·Influence of the price on the Chinese market | 第60-62页 |
| ·Price strategies | 第62-63页 |
| ·The place | 第63-74页 |
| ·The approach of the luxury distribution | 第64-68页 |
| ·A short multichannel distribution system | 第64页 |
| ·The diversity of the distribution channel | 第64-66页 |
| ·A selective distribution strategy | 第66-68页 |
| ·How to set up a point of sale in China? | 第68-69页 |
| ·With or without a Chinese partner? | 第68页 |
| ·Key steps for a successful setting up | 第68-69页 |
| ·Future perspectives for luxur companies in their distribution channels | 第69-74页 |
| ·Global control reinforcement | 第69-71页 |
| ·To rekindle the purchasing act | 第71-73页 |
| ·The concept store: a trendy place | 第73-74页 |
| ·The promotion | 第74-79页 |
| ·The worldwide communication of a luxury product | 第74-75页 |
| ·A communication adapted to the nature of the luxury product | 第75-76页 |
| ·Brand translation | 第76页 |
| ·Communication by the salesperson | 第76-77页 |
| ·Elements of the message | 第77页 |
| ·Ways of communication | 第77-78页 |
| ·Limits | 第78-79页 |
| Ⅳ. Success stories | 第79-86页 |
| ·Success story of a glocal brand Louis Vuitton | 第79-84页 |
| ·Brief history of Louis Vuitton | 第79-80页 |
| ·A strong penetration in Asia | 第80页 |
| ·First worldwide luxury brand | 第80-81页 |
| ·The flagship product:the bag | 第81页 |
| ·The exclusive distribution | 第81-82页 |
| ·Vuitton communication | 第82-83页 |
| ·High positioning | 第83-84页 |
| ·Mass effect or Fashion trend? | 第84页 |
| ·"Shang Xia by Hermes,a luxury brand "Made for China" | 第84-86页 |
| Ⅴ. Conclusion | 第86-89页 |
| Index of Tables | 第89-90页 |
| Index of Figures | 第90-91页 |
| References | 第91-95页 |
| Acknowledgment | 第95-96页 |
| Acknowledgement | 第96-97页 |
| 卷内备考表 | 第97页 |
