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1、精选优质文档-倾情为你奉上LouisVuittonWritten by Mia (Shuo Sun) Date: 2008-06-02List of content1 Project definitionLVMH group is the biggest luxury product group in the world, and the company has a lot of brands, Louis Vuitton is the best well-known brand in this big group. This brand built its own flagship shop
2、s in many countries of the world. According to the development of the China development, China be come the third biggest luxury product market in the world. LVMH group especially Louis Vuitton get a good development in China. 1.1 Problem backgroundLouis Vuitton is a famous luxury brand in the worldw
3、ide. The target customers of its products include the royal family nobles and some rich successful people. This luxury brand means successful and status. But now many people when they buy these luxury products, they just eyeless follow the branding, but they do not care about the product itself. Man
4、y people think that have luxury product can satisfy their amour-propre, luxury product is not only merchandise. Also have many people, they want to own some famous luxury brand, but they do not have enough money, so they choose the copy one. More and more people use the copy one, through this way th
5、e luxury brand become common and philistinism and the value of the brand will be lost. 1.2 Problem formulationFrom last century, the purchasing power of Chinese customers is increase very fast, more and more Chinese customers became richer, and they more prefer to buy the foreign brands. Some intern
6、ational supermarket chain and shops and retailers get into the Chinese market, these shops will open a road to the luxury product get into the Chinese market. Many famous luxury product brands began to get into the Chinese market. In China, the average income of the people is lower than some develop
7、ed country, so the price of the luxury product is still very high for the many people. Luxury product has an expensive price depend on their history and the user of these brands and the quality, but in the Chinese market, the copy one is popular, because richer people is only a few group in the coun
8、try, and most people in the country are not rich, they do not want to spend their 2 or 3 mouths salary on a luxury product, like a bag. But for some luxury brand, like Louis Vuitton, they are the leaders of the fashion in the world, because they have their own fashion show. Many people want to follo
9、w the fashion, but they can not consume luxury product as a normal product, so they choose copy one, and the copy one have a big market share compare the real one.1.3 LimitationsIn this project, I did not write some thing about the financial part of this brand, and I did not write the organization p
10、art of the brand either. I only focus on the analysis of the brand and analysis the Chinese market and the Chinese customers. 1.4 MethodologyI use the SWOT analysis, five forces, market position, brand position, product life cycle, STP model and buying behavior in the project. 2 Introduction:2.1 LVM
11、H group LVMH Mot Hennessy - Louis Vuitton group is the biggest luxury products group in the world. The group own more than fifty famous brands in five different areas which include ; Fashion & Leather Goods; Perfumes & Cosmetics; Watches & Jewelry; Selective retailing. This French group was building
12、 on 1987, but these famous brands have a long history, so depends on the brands, the group grown fast. Right now the group has more than 2000 stores in worldwide and more than 71000 employees, and more than 74% employees are based outside France. (The figures from the website of LVMH group) Besides
13、developing business the group also builds some welfare works and protects the environment. The mission of the LVMH group is to represent the most refined qualities of Western Art de Vivre around the world. In view of this mission, five priorities reflect the fundamental values shared by all group st
14、akeholders: be creative and innovate: aim for produce excellence; bolster the image of our brands with passionate determination; act as entrepreneurs strive to be the best in all we do. 2.2 Louis Vuitton In this famous luxury product group, Louis Vuitton is the most well known brand. The main produc
15、t of Louis Vuitton is leathers-traveling bags and handbags. 2.21 The brand historyIn 1837, Louis Vuitton who was born in a carpenter family in France comes to Paris, and tries to make a living in there. At first, he was an apprentice of a workshop which was make luggage. After several years, he began to service to the royalty, and depends on the better craft, Louis Vuitton make a traveling bag for the queen of Napoleon III, after that the queen began to trust in him. When Louis Vuitton service in the palace, his technique and taste of making traveling bags are increased, this is good for hi
