摘要
奢侈品行业经历了较长时间的行业增长后，目前全球奢侈品行业增速已
放缓。1994年至2016年，全球个人奢侈品行业CAGR约为6.5%，大体上呈
现增长态势。2010年到2014年，因为中国消费者的拉动，全球个人奢侈品
行业快速发展，但2015年后，中国消费者拉动奢侈品市场发展的力量减弱，
全球个人奢侈品行业增速放缓。特别是东北区域奢侈品的发展速度更加缓慢
各品牌面临增速放缓，也应积极寻求新的发展策略
现阶段东北区域奢侈品市场存在很多的机遇与挑战。本课题将着重研究
蔻驰贸易（上海）有限公司（以下简称“Coach”）在东北区域市场的发展
策略。本课题主要目的是通过对东北皮具奢侈品市场进行分析的基础上，着
重分析Coach公司在东北区域的市场面临的机遇与挑战，在探究影响Coach
发展的内因及外因的基础上，制定实际的可行的发展策略
文章基于系统的战略管理理论，运用文献法和对比分析法，通过认真分
析和学习国内外奢侈品市场的研究现状，结合东北区域皮具奢侈品市场的实
际情况，对Coach公司在东北区域市场发展中面临的问题及发展的机遇进行
阐述，并深层次挖掘其原因，再根据品牌特有情况及东北区域市场的特点做
出Coach在东北区域市场发展的策略
关键词：COACH；奢侈品（皮具）；东北市场；发展现状；发展策略
Abstract
The growth rate of the luxury goods industry is in slowdown after the long
period of increasing. From 1994 to 2016, the average CAGR of the global luxury
goods industry is about 6.5% with a growing trend. In the period of 2010 to 2014,
the global luxury goods industry rapidly developed due to Chinese consumption
demand. However, after 2015, the demand-pull by the Chinese consumers
weakened, and thus the luxury goods industry slowed down, especially in the
northeastern region of China. All the luxury brands are struggling with the slow
growth, and need to response actively with new development strategies.
There are many opportunities and challenges in the luxury market in
Northeast China. This study focuses on the regional development strategy of
Coach (Shanghai) Co., Ltd. (hereinafter referred to as Coach) in the Northeast
market. The aim is to discover the opportunities and challenges facing by Coach
on the basis of the analysis of the Northeast luxury market, explore the internal
and external factors influencing the development of Coach, and provide the
actual feasible development strategy.
Using the theory of systematic strategic management and the methods of
literature and comparison , this study carefully analyzes the domestic and
international luxury markets, investigates the problems of Coach development in
the northeastern regional market based on own practice in the Northeast luxury
market, explore the causes of the problems, and finally offers policy for Coach
development in the Northeast regional market according to the unique situation
of the brand and the characteristics of the market.
Keywords: Coach, Luxury, northeast regional market, development presents
situation, development strategy。