宝格丽酒店：奢侈品品牌延伸研究

编者语：奢侈品品牌延伸是酒店业新的现象，需要从理论上和实践上加以研究，本文选题具有较高理论价值和现实意义。本文在对奢侈品品牌延伸文献基础上，运用案例分析方法，对宝格丽酒店集团的品牌延伸策略以及所带来的正面和负面影响进行了探讨，并提出了相应的应对策略。

指导教师：谷慧敏

作　　者：孙雯

专　　业：酒店管理

完成时间：2017年4月27日

摘　　要

近年来，经济增速放缓、奢侈品市场持续低迷，迫使各大奢侈品品牌在竞争越发激烈的同时，寻求品牌在新产业的发展和市场的进一步拓展。奢侈品与酒店的跨界合作屡见不鲜，但相关的研究却比较少。本文从奢侈品与酒店的合作入手，分析这种合作模式给奢侈品行业带来的品牌延伸效应，探讨酒店和奢侈品的合作利弊，并提出解决策略。(www.xing528.com)

本文运用文献分析方法，对奢侈品品牌延伸以及奢侈品跨界酒店的行业潮流进行了梳理，作为品牌延伸效应分析的基础。同时运用案例研究法，对宝格丽酒店集团酒店与奢侈品合作所使用的品牌延伸策略以及所带来的正面和负面影响进行了探讨，得出了相应结论，提出相应的应对策略。

关键词：奢侈品酒店　品牌延伸　宝格丽酒店集团

Abstract

In recent years，the situation of economic slowdown and the luxury market continues to slump have been forcing the major luxury brands to seek band development and further expansion of the market in new industries to face the increasingly fierce competition. As a result，luxury goods and the hotel’s cross-border cooperation is not uncommon，but the relevant research is relatively small. This article studies from the cooperation of luxury goods and hotel to analyze the brand extension effect that this cooperation model brings to the luxury industry，in addition to the advantages and disadvantages of hotel and luxury cooperation，and to propose a solution strategy.

This paper adopts the method of literature analysis to sort out the trend of luxury goods，brand extension and luxury transnational hotel industry，and makes these researches as the basis of brand extension effect analysis. At the same time，using the method of case study，this paper discusses the brand extension strategy and the positive and negative effects brought by the combination of the hotel business and luxury goods，and draws the corresponding conclusion and puts forward the corresponding coping strategies.

Key words：Luxury hotel，Brand extension，Bulgari Hotels and Resorts