目录一、研究背景及意义..........................................1（一）研究背景..........................................1（二）研究内容及意义....................................1二、文献综述................................................2（一）文献回忆..........................................2（二）理论综述..........................................3（三）本文的研究思路....................................3三、burberry风衣（服饰类奢侈品行业）市场营销的相关理论综述..4（一）宏观环境分析（PEST分析）..........................4（二）微观环境分析（波特五力模型分析）..................5四、burberry风衣营销现状分析................................6（一）burberry风衣概况..................................6（二）江浙沪地区burberry专柜分布情况以及特点............8（三）burberry风衣的SWOT分析............................8（四）STP战略分析......................................9（五）调研根本情况......................................10五、burberry风衣营销组合策略分析............................11（一）产品策略..........................................11（二）价格策略..........................................12（三）渠道策略..........................................13（四）促销策略..........................................13六、burberry风衣营销策略中存在的问题........................15（一）价格过于昂贵......................................15（二）消费群体过于单一..................................15（三）在电视节目中投放广告较少..........................16（四）专柜没有覆盖各大城市..............................16（五）营销观念滞后......................................16七、对burberry风衣营销问题的相关建议........................17（一）调整burberry风衣价格..............................17（二）引进black-label系列或开创新系列..................17（三）在电视节目中投放广告..............................17（四）在三四线城市开设burberry专柜或代理点..............17（五）树立正确的销售观念................................17八、总结....................................................17参考文...
