ラグジュアリーブランドの国内市場におけるポジショニングとKey Success Factor（L-KSF）に関する実証的研究

• 熊谷 健

  早稲田大学大学院

• 長沢 伸也

  早稲田大学大学院

書誌事項

タイトル別名

• Observation of Luxury Brands' Perceived Position and their Key Success Factor (L-KSF) in the Japanese Market
• －ラグジュアリーブランド価値の向上に向けた戦略の考察－
• - A Discussion of Marketing Strategy to Contribute to Building Luxury Brand Value -

抄録

The purpose of this paper is to explore the Key Success Factor for luxury brands' value (L-KSF) in the Japanese market through discussion of luxury brands' market position and their marketing mix. Firstly, brand value and brand market position of 8-luxury brands (Ralph Lauren, Armani, Coach, Louis Vuitton, Tiffany, Cartier, Cadillac, Mercedes Benz) are analyzed by consumer perception investigated with 314 respondents through a consumer survey based on the Kapferer scale (Kapferer 1998) in/around Tokyo. By factor analysis, 3-factors are extracted which are effective for luxury brand value. Secondly, peculiarities of each brands' marketing mix are discussed and 8-common-peculiarities of high scoring brands in 3-factors (Own manufacturing, Symbolic top-of-the-pyramid product, Less brand expansion or brand expansion upward as well as downward, High price range, Majestic museum-like-store, Sales channel under own control, Image advertising, Storytelling) are found. These 8-peculiarities are considered as L-KSF to contribute to building luxury brand value.

収録刊行物

• 日本感性工学会論文誌

  日本感性工学会論文誌 14 (2), 257-268, 2015

  日本感性工学会

キーワード

• Luxury brand value
• Key Success Factor
• Positioning analysis

詳細情報

• CRID: 1390282680303451776
• NII論文ID: 130005068727
• DOI: 10.5057/jjske.14.257
• ISSN: 18845258
• ISSN: 18840833
• 本文言語コード: en
• データソース種別:
  • JaLC
  • Crossref
  • CiNii Articles
• 抄録ライセンスフラグ: 使用不可