不同于畢業(yè)dissertation，一般來(lái)說(shuō)寫(xiě)課程dissertation忌諱把題目定的太大，因?yàn)檫@樣容易導(dǎo)致泛泛談?wù)摃r(shí)尚營(yíng)銷(xiāo)管理。為了寫(xiě)作過(guò)程中避免泛泛而談，本文總結(jié)了一些常見(jiàn)的時(shí)尚管理研究的一些主題，在你寫(xiě)時(shí)尚管理dissertation時(shí)候可以考慮。不過(guò)，以下話題僅僅是時(shí)尚管理的部分話題，僅作參考用。為了方面留學(xué)生寫(xiě)作，下面的內(nèi)容將以一個(gè)topic對(duì)應(yīng)這有關(guān)這個(gè)topic可以寫(xiě)作的點(diǎn)，這其實(shí)就是選擇dissertation題目時(shí)候會(huì)實(shí)際考慮到的。通過(guò)這種舉例方式，留學(xué)生做到舉一反三，將對(duì)以后的dissertation寫(xiě)作極具指導(dǎo)意義。

 

Topic：時(shí)尚商業(yè)研究Fashion Business Research
 

1.選擇公司select one of the following companies
 

Austin Reed French Connection Mango 

Banana Republic Hackett Massimo Dutti 

Brooks Brothers H&M Reiss 

Burberry Hobbs Ted Baker 

Desigual Jaeger Tommy Hilfiger 

Esprit Karen Millen Zara 

Asos       Marks & Spencer     ……

 

2.選擇具體的研究主題select a specific issue (research topic)

 

零售體驗(yàn)：客戶在零售店購(gòu)物體驗(yàn)

Retail experiences: the customer experience in the retail store;

 

數(shù)字營(yíng)銷(xiāo)：客戶通過(guò)電子和社交媒體進(jìn)行參與和互動(dòng)情況

Digital marketing: customers’ engagement and interaction via digital and social media;

 

客戶服務(wù)：客戶對(duì)服務(wù)的感知或評(píng)價(jià)

Customer service: customers’ perceptions / evaluations of customer service;

 

定價(jià)和促銷(xiāo)：客戶對(duì)價(jià)格策略或促銷(xiāo)策略的的反應(yīng)和態(tài)度

Pricing and sales promotion: customers’ reactions and attitudes towards pricing policies and/or sales promotions.#p#分頁(yè)標(biāo)題#e#

 

Topic:奢侈品策略Luxury Strategies 

 

1.全球奢侈品市場(chǎng)The Global Luxury Market 
 

全球奢侈品市場(chǎng)：發(fā)展，趨勢(shì)，和主要公司；“傳統(tǒng)”和“新”奢侈品；商業(yè)模式，管理方法，競(jìng)爭(zhēng)策略；成熟和新興奢侈品市場(chǎng)；重點(diǎn)市場(chǎng)區(qū)域

The Global Luxury Market: evolution, trends and key players; 

“Old” and “New Luxury”; 

Business models, managerial approaches and competitive strategies; 

Mature vs. emerging luxury markets; 

Market focus;

 

2.奢侈品品牌管理奢Managing luxury brands 
 

奢侈品品牌建設(shè)：戰(zhàn)略原則；提高品牌識(shí)別度；管理品牌資產(chǎn)；奢飾品牌延伸； 

案例分析討論：奢侈品品牌延伸-成功和不成功的策略

Luxury brand building: strategic principles; 

Developing brand identify; 

Managing brand equity; 

Luxury brand stretching; 

Case study discussion: luxury brand extension – successful and unsuccessful strategies; 

 

3.奢侈品營(yíng)銷(xiāo),服務(wù)和體驗(yàn)Marketing luxury products, services and experiences 
 

理解奢侈品客戶；奢侈品和反常規(guī)營(yíng)銷(xiāo)；

奢侈品：設(shè)計(jì)，獨(dú)特性，質(zhì)量，和工藝

普通商品客戶營(yíng)銷(xiāo)與奢侈品客戶營(yíng)銷(xiāo)

Understanding the luxury client; 

Luxury and the “anti-laws of marketing”; 

The luxury product: design, exclusivity, quality and craftsmanship

‘Traditional’ consumer marketing vs. luxury marketing 

 

4.奢侈品:分銷(xiāo)與渠道管理Luxury: distribution and channel management 
 

市場(chǎng)渠道和分銷(xiāo)模式；壟斷性與分銷(xiāo)；網(wǎng)上銷(xiāo)售的機(jī)會(huì)與挑戰(zhàn)

Routes to market and distribution models; 

Exclusivity vs. Expansion; 

Selling luxury online: opportunities and challenges;