Compare marketing strategies in different countries in luxury goods industry.

Research Proposal Pro-forma

Course of study: Business Management
1. Project Title: 论文题目

compare marketing strategies in different countries in luxury goods industry

2. Research Aim:
Luxury is everywhere now, everyone wants to own a luxury product, there are many different luxury company opening in the world, they promote their goods in many ways. For example, advertising on magazine, journals, television, newspaper and so on. In this dissertation, I will focus on compare marketing strategies in two countries and demonstrate demographics and cultural factors impact on marketing

3. Research Objectives (between 2 and 4):
Identifying marketing strategies in different countries and the reasons why the company used these methods to promotion. Demonstrate demographics and cultural factors impact on marketing.

1.How promotion methods differ between China and French, advertising
2. what influence of fashion week will happen on luxury goods, such as sale figure, brand awareness
3. How luxury brand targeting different age group.
4. Key Literature; Models & Theories (the Theoretical/Conceptual Framework): 以下我列出的所有Key Literature 需要在论文中展现,并且要跟论文有关联.
1.Segementation, Targeting and positioning

Segmentation: Splitting a market into smaller groups with similar product needs or identifiable characteristics for target markets.

Targeting: An organization’s proactive selection of a suitable market segment with the intention of focusing the firm’s marketing offers and activities towards this group of related consumers

Positioning is the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.

Promotions refer to the entire set of activities, which communicate the product, brand or service to the user.

3.cosumer buying behaviour
Consumer buying behaviour is the sum total of a consumer’s attitudes, preferences, intentions, and decisions regarding the consumer’s behaviour in the marketplace when purchasing a product or service. The study of consumer behaviour draws upon social science disciplines of anthropology, psychology, sociology, and economics.

4.brand loyalty
Brand loyalty occurs when a customer chooses to repeatedly purchase a product produced by the same company instead of a substitute product produced by a competitor.

5 4Ps for marketing
Product: the product is either a tangible or intangible goods need to meet customer needs.
Place: a way and a place of how to put the product display to customer
Price: customer willing to pay the actual amount of price for the product.
Promotion: let more potential customer have a mind about the product and understand the special or strength through an appropriate media.

2 What are the planned or desired outcomes?
my desired outcome is to understand demographic and cultural factor how to effect on marketing in different countries.I will find out sales figures to prove my desired outcome, all data will be selected from official website. I also want to know that the difference of consumer buying
behaviors in French and China.

3 Explain your research design

I will apply quantitative research to analysis secondaery data and related information.

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