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開始日期:
2023年6月28日
專業(yè)方向:
金融商科
導(dǎo)師:
Sonja(埃塞克高等商學(xué)院 (ESSEC) 正教授&副院長)
課程周期:
4周在線小組科研學(xué)習(xí)+2周不限時論文指導(dǎo)學(xué)習(xí)
語言:
英文
建議學(xué)生年級:
大學(xué)生 高中生
項目產(chǎn)出:
4周在線小組科研學(xué)習(xí)+2周不限時論文指導(dǎo)學(xué)習(xí) 共125課時 項目報告 優(yōu)秀學(xué)員獲主導(dǎo)師Reference Letter EI/CPCI/Scopus/ProQuest/Crossref/EBSCO或同等級別索引國際會議全文投遞與發(fā)表指導(dǎo)(可用于申請) 結(jié)業(yè)證書 成績單
項目介紹:
隨著奢侈品行業(yè)的爆發(fā)性成功,奢侈品管理的概念與許多不同的行業(yè)產(chǎn)生了巨大的交融。 奢侈品牌強烈的稀缺性和消費者心理的[夢想期待]因素,構(gòu)成了當(dāng)今許多高端市場品牌想要發(fā)展的方向,從而使自身的產(chǎn)品和品牌區(qū)別于競爭對手,創(chuàng)造強大的客戶忠誠度。本課程將讓學(xué)生深入了解奢侈品牌管理的基本原理、傳統(tǒng)奢侈品牌的最佳實踐和成功因素,以及適用于任何高端品牌的應(yīng)用研究。這也將幫助他們理解如何在運營上提升品牌造就的[夢想]基因,以及奢侈品牌從中產(chǎn)生的的可行性和在更感性層面上與客戶建立的[情感]聯(lián)系。由于奢侈品行業(yè)的商業(yè)模式可以應(yīng)用于任何行業(yè)的公司,因此本課程對所有未來的管理者都是有極大的幫助,無論他們希望為跨國公司或小企業(yè)工作,在奢侈品行業(yè),或在任何其他行業(yè)。 With the explosive success of the luxury industry, the concept of luxury brand management has become increasingly relevant for many different industry sectors. The strong aspiration power and dream factors of luxury brands constitute nowadays an example of what many premium and mass market brands would like to develop to differentiate themselves from the competitors and create strong customer loyalty. This course will provide participants an in-depth understanding of the fundamentals of luxury brand management, best practices and success factors of traditional luxury brands, and take-aways that can be applied to any premium brand. It will also help them understand how to operationally enhance the dream factor and the desirability of any premium or luxury brand to connect on a more emotional level with their clientele. Because the luxury business model can be applied to companies in any sector, this course is useful for all future managers, whether they wish to work for a Multinational or a Small Business, in the luxury sector, or in any other sector.