Edit this paragraph luxury industry classification
Luxury brand management
1, fashion leather goods 2, yachts 3, automobiles and motorcycles 4, jewelry and clocks 5, pens 6, perfume cosmetics 7, wine 8, Pu 'er tea 9, furniture and home textiles 10, kitchenware and tableware porcelain 1 1, object design 12, luxury hotel.
Edit the basic characteristics of luxury goods in this paragraph.
Luxury brand management
Regardless of moral and political significance, philosophical and sociological significance, from the perspective of management, the definition of luxury goods should start from its essential characteristics and lay the foundation for the study of luxury goods in enterprise management, such as luxury goods manufacturing, marketing, brand positioning, enterprise strategy and so on. Therefore, this paper expounds the essential characteristics of luxury goods from the following five aspects, which provides a basis for the next management explanation of luxury goods [1].
1, high price and high quality.
Luxury goods are obviously expensive, which is the most expensive of their kind. High price does not necessarily mean luxury goods, but the price of luxury goods must be high. There is no doubt that price is the most basic feature of luxury goods. Similarly, luxury goods must be the best of their kind, with excellent quality, which can bring consumers an elegant and exquisite lifestyle. The complex craftsmanship and exquisite craftsmanship of luxury goods, as well as their strict to almost harsh quality assurance, are unmatched by similar goods.
2. Rare features
Luxury is a kind of unique, scarce and exotic consumer goods. Luxury goods often contain a certain amount of scarce resources (such as rosewood and yellow pear wood), with high technology content and high human factors, or can be called "unique" high production skills (such as manual manufacturing). In addition, some luxury goods are produced in limited quantities, creating a state of scarcity and making them precious. For example, Louis Vuitton LV, the world's top luggage brand, was once the pet of Queen Napoleon; Rolls-Royce cars and Bentley sports cars are sold in limited quantities around the world, and it is difficult to find their traces and see their beauty. Rarity makes luxury goods unattainable for many people, and it is precisely because of rarity that luxury goods have a mysterious feeling and people are full of expectations. Once most people feel unattainable, the sense of superiority of the target consumers will remain. Only when there is a great contrast between the people you know and the people you actually have can luxury goods become real luxury goods, so rarity is another remarkable feature of luxury goods.
3. Distinctive features
Luxury goods have "symbolic value" beyond practical value, which is a symbol for consumers to show off their wealth, status and lifestyle. The book Luxury and Capitalism points out that when social wealth increases rapidly, the newly rich and their families are keen to enjoy luxury behavior and improve their social status through this behavior. In the past, luxury goods were the goods of the aristocratic class, the symbol of identity, status and superiority, and the representative of aristocratic image. Although the society is changing, this concept has not changed in China and the West, and luxury goods can just meet the instinctive requirements of consumers. In the commercial society, conspicuous luxury consumption is one of the main ways and means to show financial resources and gain or maintain a good reputation. Luxury consumers are keen on luxury consumption, on the one hand, in order to show their economic strength and social status through luxury consumption; On the other hand, it is necessary to maintain and create a network of personal survival and development through conspicuous consumption. Modern consumers not only consume the use value of goods, but also consider their added value, that is, they can obtain conspicuous enjoyment such as status, identity and artistic conception through consuming goods. Therefore, conspicuous is a major and extremely important feature of luxury goods.
4. Regional characteristics
Luxury goods bring consumers dreams and tastes, but at the same time, they are endowed with many factors that give consideration to efficiency and fashion by modern commerce. But one thing remains unchanged, no matter how much the production cost is increased invisibly, the European origin of luxury goods will not be transferred (luxury goods only have a few American brands). Especially for Asian consumers, it seems that in the far west, the clothes and accessories sewn by craftsmen spoiled by welfare society really match their high prices. "When customers buy our products, they expect western quality. The mystery of our brand is closely related to the place of origin. " President Lu emphasized this. Although with the close trade, many luxury goods will be outsourced to a certain extent in the production and sales process, but the products will eventually go offline in the country of origin. Gucci, the legendary brand in Florence, Italy, also strictly controls its production in Tuscany, Italy, to ensure the purity and high quality of products.
5. Cultural characteristics
Luxury goods are not only the products under certain social and economic conditions, but also the products under the cultural conditions of an era, which will inevitably be branded with the cultural imprint of that era, including design, color, packaging and decoration, brand and so on. As an artistic aesthetic, luxury goods are endowed with many cultural, historical, artistic, philosophical and social meanings, supported by a cultural system that has been passed down for decades or hundreds of years, and are the external embodiment of a high-grade lifestyle. When luxury consumers go beyond showing off to explore and experience the higher connotation that luxury goods give to life, cultural characteristics will become the only symbol of luxury goods.
Product management of luxury goods
The product manager should bear the general responsibility of the "enterprise", but has no direct management responsibility for the relevant units (such as colleagues and suppliers in the enterprise) that can help him "achieve the goal". Product management may include-but not exactly the same-project management, new product development or sales support. The essence of product management is: authorization and contract responsibility system! Product management is a business activity that enterprises or organizations manage product planning, development, production, marketing, sales and support during the product life cycle. It should include five links, namely, user request management, product strategy management and product market management (or product marketing management and market management), product development management (development management) and product life cycle management (product life cycle management). The product management process has the following characteristics: breaking departmental barriers, integrating cross-departmental resources, helping enterprises or organizations to maximize value and improving customer (or user) satisfaction. Realize market-oriented product planning and ensure consistency with enterprise strategy. Realize customer-oriented demand management, respond to customer needs quickly and reasonably, and improve customer satisfaction. Team-based gateway management, using decision checkpoint (DCP) to avoid product investment risks, and using technology review (TR) to avoid technical and quality risks.
This diagram describes the relationship among demand management, marketing management and development management in the process of product management. Traditional functional departments (such as finance department, product development department, technical support department, etc. ) Participate in the product management process.
Edit the core activities of product management in this section.
According to the company's strategy, formulate product strategy, product platform strategy, product line business plan, product roadmap planning, product positioning and definition, market management and research, customer demand analysis and management, product line combination decision and pipeline management, product development management, product listing management and product life cycle management.
Edit the product management function of this paragraph.
Product management is a multi-dimensional management scheme to guide the overall culture and product image of enterprises. Product management is the realization means of enterprise development strategy and management thought plan, and it is the carrier of highly unified product image and technology. Guided by development and design, we should correctly adjust the activities and product structure lines of enterprises, create more and more specific forms of expression belonging to the products themselves, and gradually form the image of enterprise products and culture. Earl Powell, president of the American Institute of Design Management, believes that product management: "Focus on users, develop, organize, plan and control resources, so as to create effective products, communication and environment." Therefore, product management is "to plan and organize the research and development of product management activities according to the needs of users." Effectively and actively mobilize the creative thinking of the design department and the production department, transform the understanding of the market and consumers into new products, influence and change people's lives in a new, more reasonable and scientific way, and manage a series of product strategies and activities for enterprises to maximize profits. "
The necessity of editing product management in this paragraph.
Due to internal and external reasons, enterprises urgently need product management. Let's talk about external reasons first. The market demand is changing faster and faster, the competition is becoming more and more fierce, and the technology is constantly updated. Products, especially the core technology behind them, have become the key for enterprises to win. Facing the complicated and changeable external environment, how do enterprises deal with it? Enterprises need to segment markets and products, choose their own market segments, and provide constantly updated products according to the changing needs of target customers. At this time, different product management teams need to pay attention to the needs of different customer groups from beginning to end, effectively grasp the changes in the market and competition, and provide products that meet the market demand. Internally, when the product line of an enterprise grows to the point where the original organizational structure divided by functions is difficult to load, product management is needed at this time. Let's grade it. A family has to raise many children. If there are only three or five children at first, a pair of parents, a tutor and a nanny can raise the children well. If there are dozens of children, it may be difficult to raise them by one parent alone. Even if a lot of tutors, nannies and other professionals are added, everyone does his or her job. Children should be divided into groups, such as five children. Each group should assign a pair of parents to be responsible for the training of children in this group, and teachers and nannies should cooperate according to the requirements of parents, so that the growth of children will be well guaranteed. The products of enterprises are like the children of enterprises. If there are too many "children", a person in charge (usually the product manager) should be appointed, not just the general manager. Some people question that product management will lead to a complex matrix organizational structure of "horizontal product management+vertical professional management", which is difficult to operate. However, as Kearney, a well-known consulting company, pointed out, only a complex matrix organizational structure can enterprises cope with complex challenges! With more and more products of enterprises, matrix product management organization should be an inevitable choice unless enterprises operate independently according to product division. Then, what enterprises have to face is how to control the organizational model of product management.
Edit the product management content in this paragraph.
Including new product development, product market analysis, product release, product tracking and promotion, life cycle management, etc.
Edit this paragraph of product lifecycle management
Product life cycle management is an advanced enterprise information thought, which makes people think about how to increase income and reduce costs for enterprises in the fierce market competition in the most effective way and means.