在互联网不断普及发展的时代，实体店购买与网络购物形式的相结合已经成为了 消费者的主要购物方式，由此也推动了新零售理念的产生。依据 2018 年，美国贝恩 公司所公布的中国奢侈品市场研究报告可知，相比于 2017 年，2018 年中国奢侈品网 络销售市场的总额增长超过了 27%，且各大奢侈品品牌商家为了提高营业收入，也不 断加大了网络营销的预算与投资，意味着奢侈品品牌已经开启了线上线下模式相结合 的新营销时代。 本文从 STP 和 4P 营销理论出发，分析了 C 品牌的营销背景与现状，并针对 C 品牌进行了 PEST 分析、SWOT 分析，对其在新零售背景下的营销提出了可行性的建 议和意见。具体而言，本文以为在新零售时代下，C 品牌现有的营销模式主要存在了 以下几个问题，（1）品牌定位模糊，没有明确目标消费群体；（2）产品款式稀少， 不利于扩大消费目标；（3）推广媒介选择不恰当，传播渠道较为单一，宣传效果不 理想；（4）没有设计合理的销售渠道，市场拓展较为缓慢；（5）没有依据市场变化 及消费群体的变化而调整产品的价格。 针对这一情况，笔者以为在未来，C 品牌应该从以下几个方面，调整优化品牌的 营销策略，（1）调整品牌市场定位，加强品牌的差异化特征；（2）丰富产品种类， 优化产品策略；（3）改善推广媒介，加强线上线下宣传；（4）开拓传播渠道，拓展 新零售营销渠道。 关键词，奢侈品；新零售；香奈儿；线上营销III Abstract In the era of continuous Internet development, the combination of physical store purchases and online shopping forms has become the main shopping method for consumers, which has also promoted the emergence of new retail concepts. According to the Chinese luxury market research report released by Bain Company in 2018, compared with 2017, the total sales volume of China's luxury goods network in 2018 has increased by more than 27%, and all major luxury brands have to improve. Operating income has also increased the budget and investment of online marketing, which means that luxury brands have opened up a new marketing era combining online and offline modes. Based on the STP and 4P marketing theories, this paper analyzes the marketing background and current situation of C brand, and conducts PEST analysis and SWOT analysis for C brand, and puts forward feasible suggestions and opinions on its marketing under the new retail background. Specifically, this article thinks that under the new retail era, the existing marketing model of C brand mainly has the following problems: (1) the brand positioning is vague, there is no clear target consumer group; (2) the product style is scarce, which is not conducive to expansion. Consumption target; (3) inappropriate media selection, single channel of communication, unsatisfactory publicity; (4) no reasonable sales channels, slow market expansion; (5) no change based on market changes and consumer groups Adjust the price of the product. In view of this situation, the author believes that in the future, C brand should adjust and optimize the brand's marketing strategy from the following aspects: (1) adjust the brand market positioning and strengthen the brand's differentiated characteristics; (2) enrich product categories and optimize products. Strategy; (3) Improve the promotion media, strengthen online and offline publicity; (4) Develop communication channels and expand new retail marketing channels. Keywords: Luxury goods; New retail; Chanel; Online marketing目录 致谢....................................................................................................................I 摘要...................................................................................................................II Abstract ........................................................................................................... III 第 1 章 绪论.....................................................................................................1 1.1 研究背景及研究意义............................................................................. 1 1.1.1 研究背景........................................................................................... 1 1.1.2 研究意义........................................................................................... 2 1.2 国内外研究现状..................................................................................... 3 1.2.1 国内研究现状................................................................................... 3 1.2.2 国外研究现状................................................................................... 4 1.2.3 国内外研究现状评述....................................................................... 6 1.3 研究内容与结构..................................................................................... 7 1.4 研究方法及创新点................................................................................. 9 1.4.1 研究方法........................................................................................... 9 1.4.2 创新点............................................................................................... 9 第 2 章 理论基础...........................................................................................11 2.1 STP 理论 ............................................................................................... 11 2.1.1 市场细分......................................................................................... 11 2.1.2 目标市场......................................................................................... 122.1.3 市场定位......................................................................................... 13 2.2 4P 理论.................................................................................................. 13 2.2.1 产品................................................................................................. 13 2.2.2 推广................................................................................................. 14 2.2.3 渠道................................................................................................. 15 2.2.4 价格................................................................................................. 15 2.3 新零售的概念及理论........................................................................... 16 2.4 理论述评............................................................................................... 17 第 3 章 C 公司营销环境分析.....................................................................18 3.1 宏观环境分析....................................................................................... 18 3.1.1 政策环境......................................................................................... 18 3.1.2 经济环境......................................................................................... 18 3.1.3 技术环境......................................................................................... 19 3.1.4 文化环境......................................................................................... 19 3.2 欧亿·体育（中国）有限公司环境分析....................................................................................... 20 3.2.1 现有竞争者分析............................................................................. 20 3.2.2 潜在竞争者分析............................................................................. 21 3.2.3 替代品分析..................................................................................... 23 3.2.4 供应商讨价还价能力分析............................................................. 24 3.2.5 购买者讨价还价能力分析............................................................. 253.3 欧亿·体育（中国）有限公司竞争品牌的新零售实践............................................................... 25 3.3.1 2014 年 Burberry 率先进驻天猫 ................................................... 25 3.3.2 奢侈品集团 LVMH、Kering 等领军入驻天猫............................ 26 3.3.3 卡地亚品牌进军中国电商............................................................. 27 第 4 章 C 公司营销的现状与问题................................................................28 4.1 公司概况............................................................................................... 28 4.1.1 基本情况......................................