摘要
随着欧美市场的销量暴跌，国际奢侈品集团把中国市场当作最后的“救命稻草”
大部分国际奢侈品集团最初进入中国市场会选择代理模式，因为它具有市场渗透速度
最快和市场渗透率最高的特点。这部分的国际奢侈品集团可以通过合作代理商快速建
立分销和零售体系，覆盖所有目标层级市场，而且不需要直接管理销售人员及承担相
关的运营费用。同时，奢侈品中国代理商利用代理的国际奢侈品品牌无法复制、替代
的独特品牌资产价值，使自身能够更迅速的获得经济收益
然而，现阶段越来越多的国际奢侈品集团正通过甩开合作的中国代理商，企图全
面掌握利润。中国奢侈品代理产业的结构变化趋势及行业内的竞争加剧，致使奢侈品
中国代理商面临巨大的压力去适应不断变化的经营环境
奢侈品中国代理商如何在企业发展的不同时期，根据自身的实际情况和面临的经
营环境变化，通过选择和实施相应的品牌策略，不断提升企业的竞争力，实现企业的
持续发展，这无疑是一个值得研究的课题
本文的研究内容分为七个章节：第一章是绪论部分。第二章，对品牌策略国内外
相关研究，支持本研究的相关分析工具分别做了阐述。近年来，关于品牌策略的研究
方向已从方法的研究转到了实践应用的领域，更多关注品牌策略对企业发展的影响
对于奢侈品中国代理商如何通过选择和实施一系列品牌策略实现自身企业发展，具有
一定的借鉴价值。第三章，通过对奢侈品中国代理行业宏观环境及竞争结构现状分析，
提出奢侈品中国代理行业未来发展趋向行业规范化、群体细分化、经营品牌化、渠道
多元化的四大趋势特点。第四章，对奢侈品中国代理商 E 贸易有限公司整体运营、产
业及公司价值链、主要品牌策略现状作全面研究，旨在引出 E 公司面临部分现有的品
牌策略与企业发展已存在不适用的问题。第五章，根据 E 贸易有限公司实际情况和面
临的竞争环境压力出发，提出多项品牌策略优化建议。通过各项关键因素比较，明确
现阶段混合品牌归属（一部分产品使用奢侈品厂商品牌、一部分产品使用自有品牌）
策略是一定程度上能解决作为奢侈品代理商的 E 公司不具备具体产品及核心技术的
根本性问题的可行性方案。第六章，具体展开 E 贸易有限公司混合品牌归属策略方案
实施的计划、工作重点及难点、需要的保障措施，同时预估方案实施可能遇到的风险并
提出应对措施。关于预期实施效果的评估，由于缺乏实际运作经验，是本研究未来
需要进一步完善的部分。第七章是结论与展望
本文在深入研究国内外品牌策略相关理论和方法的基础上，采用理论与实际（E
贸易有限公司）相结合的研究方式，阐释品牌策略已日渐成为影响奢侈品中国代理商
企业获得竞争优势及建立长期经营优势的重要因素。不论哪种品牌策略都不是一成不
变的，奢侈品中国代理商需要不断地找寻适应奢侈品代理行业特性及自身企业特质的
品牌策略，并在实践中持续改进和完善，以此不断提升企业的竞争力，实现企业的持
续发展
关键词: 奢侈品；代理商；品牌策略
IV
Abstract
With sales plummeting in U.S. and Europe markets, the international luxury brands
are taking China market as last straw. Most luxury brands tend to choose proxy mode
when they first enter the China market. Because this mode has the fastest and highest
market penetration characteristics. Through cooperating with agents, luxury brands can
quickly build up distribution and retail systems, which can cover all target city level
markets. And operating expense is relatively low as well, since there is no need to manage
sales staff. On the other hand, the luxury agents can also gain their profit by utilizing
luxury brand's unique value assets.
Nevertheless, luxury goods industry in China is facing structural change. In this
circumstance, the competition is increasingly growing. More and more luxury brands are
choosing to bypass their Chinese agents for fully grasping the profit by structure reforming
of Chinese luxury agent business and its growing internal competition.
It is undoubtedly that a worthy study on how luxury Chinese agents constantly
improve the competition and achieve sustainable profitability in this industry through
corresponding brand tactics. It is also especially vital for luxury agents to do so during
different periods, considering the actual situation and the competitive environment they are
facing with.
This thesis is divided into seven chapters: The first chapter is the introduction section.
Chapter Two illustrates on basic concepts involved in this paper, research status in the
theory of brand tactics, supporting and analytical tools. These studies are giving some
thoughts about strategy for luxury agents in China in different stages. Chapter III is mainly
describing the analysis of macro environment of the luxury goods industry in China and
also put forward four possible development directions of luxury agent in China, which are
standardization of the industry standardization, group segmentation, operation brand
forming, channel multiplication. Chapter IV is showing the overall business situation of
Company E, industry and company value chain analysis, and the major brand tactics ofstudy
designed to Company E. And get to know the main problem existed in Company E.
Chapter V focuses on the competitive environment faced by Company E to put forward
brand tactics optimization. By comparing the various key factors, a clear recommendation
on multi-brands (own products plus acting luxury brands) tactic was made, which is able to
solve certain extent as agents of Company E does not have the specific product / the
fundamental core technology issues of feasibility of the program. Chapter VI is concrete
expansion the implementation of Company E hybrid brand tactic, priorities and difficulties,
and its measure of safeguard. Meanwhile, the solutions of risks are also provided. The
evaluation of the predicted effects needs further improvement due to lack of operation
experience. Chapter VII, as the last chapter, is the main conclusions on insufficient existed
and prospects for the future. Through theoretical and practical analysis, this paper point out
brand tactic and its limitations of China's luxury agent.
Through the combination of theory and practice (Company E), the article has an
in-depth study of related theoretical knowledge and research methods to interpret that
brand tactic has become one of the most important factors for luxury Chinese agents to
gain competitive advantage and to establish long-term business advantage.
Keywords: Luxury Brands; Agents; Brand Tactics
第 1 章 绪论
1.1 研究背景、目的与意义
1.1.1 研究背景
随着欧美市场的销量暴跌，国际奢侈品集团把中国市场当作最后的“救命稻草”
大部分国际奢侈品集团最初进入中国市场会选择代理模式。然而，奢侈品中国市场消
费额的逐年增长，越来越多的国际奢侈品厂商从其合作的中国代理商手中收回代理
权。奢侈品厂商选择自主经营，除了希望掌握全部收益之外，最重要的原因是由于代
理商更多的追求短期利润，一定程度上伤害了厂商们最为珍视的品牌形象。而奢侈品
厂商的根本理念是通过品牌形象的维持，追求长期经营收益。虽然奢侈品厂商和与其
合作代理商是联合经营同一品牌产品，但由于各自企业的性质决定双方品牌经营理念
出发点是不同的
面对奢侈品代理行业竞争环境的持续变化，品牌策略日益成为中国代理商企业竞
争优势获取的动力来源，影响企业建立长期经营优势的重要因素。但较之于奢侈品厂
商大力开展品牌策略，中国代理商即便有进行品牌建设的动力，其品牌策略的贯彻实
施也显得过于低调和被动
1.1.2 研究目的和意义
奢侈品中国代理商如何在企业发展的不同时期，根据自身的实际情况和面临的经
营环境变化出发，通过选择和实施相应的品牌策略，以此不断提升企业的竞争力，实
现企业的持续发展，这无疑是一个值得研究的课题
本研究目的是为让奢侈品中国代理商深刻的认识到系统的品牌策略有益于增加
企业的无形资产，提升企业的竞争力，实现企业的持续发展
本文以一家典型的奢侈品中国代理商——E 贸易有限公司为研究对象，进行品牌
策略方面的研究。本文的研究意义在于：
1）近年来，关于品牌策略研究方向着力于实践应用的领域，更多的关注品牌策
略对企业发展的影响。然而，针对奢侈品代理商企业的品牌策略研究涉猎较少。本文
对现有品牌策略进行深入研究、思考和总结，结合典型奢侈品中国代理商的实例分析，
为品牌策略在奢侈品代理商企业方面研究的阐释提供佐证和案例支持。