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Customer Relationship Management of Apparel Luxury Goods in Chinese Market

Author: FangLiJun
Tutor: DuJuan
School: Shanghai International Studies University
Course: Business Administration
Keywords: luxury Customer relationship management (CRM) Customer Loyalty TheChinese market
CLC: F274
Type: Master's thesis
Year: 2014
Downloads: 5
Quote: 0
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Abstract


With the development of society, when people’s living standards improve, more andmore people pay close attention and pursuit something called "luxury". Why we calledluxury, because its nobleness, destined to only a few people can have in this society. Thispart of the people no matter the economic conditions or social status, both at the top of thesocial pyramid distribution, and been the service target of many luxury goods companies.Meantime, the Chinese market developed with astonishing speed and huge potentialwhich has attracted more and more brand scrambling to onboard. From a status symbolfunction to more and more captious customers become a really luxury appreciator, alsowith more and more fierce brand competition environment, luxury goods companies mustadopt a new management model called customer relationship management (CRM) tomaintain customers. That is, from the traditional product centered began to take thecustomer as the center, continuously improve customer satisfaction and loyalty, and finallyto establish a long-term stable relationship between clients.From the perspective of the definition of luxury goods, this paper mainly introduces theapparel concept of luxury and relevant theories of CRM. Then analyzed the apparel luxuryindustry development trends in the Chinese market, further clarify apparel luxury brand inChina market, the necessity of implementing CRM. Finally with the famous Italian luxurybrand V in the Chinese market as a case analysis, then found and summarized the CRMstrategy of apparel luxury brand in the Chinese market.In this paper, through the study of apparel luxury CRM, based on the reference ofinternational apparel luxury goods companies in the Chinese market to offer certainenlightenment of China’s domestic luxury goods companies.

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