fashion management時尚管理專業(yè)dissertation寫作選題指導(dǎo)
不同于畢業(yè)dissertation,一般來說寫課程dissertation忌諱把題目定的太大,因為這樣容易導(dǎo)致泛泛談?wù)摃r尚營銷管理。為了寫作過程中避免泛泛而談,本文總結(jié)了一些常見的時尚管理研究的一些主題,在你寫時尚管理dissertation時候可以考慮。不過,以下話題僅僅是時尚管理的部分話題,僅作參考用。為了方面留學(xué)生寫作,下面的內(nèi)容將以一個topic對應(yīng)這有關(guān)這個topic可以寫作的點,這其實就是選擇dissertation題目時候會實際考慮到的。通過這種舉例方式,留學(xué)生做到舉一反三,將對以后的dissertation寫作極具指導(dǎo)意義。
Topic:時尚商業(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:客戶在零售店購物體驗
Retail experiences: the customer experience in the retail store;
數(shù)字營銷:客戶通過電子和社交媒體進行參與和互動情況
Digital marketing: customers’ engagement and interaction via digital and social media;
客戶服務(wù):客戶對服務(wù)的感知或評價
Customer service: customers’ perceptions / evaluations of customer service;
定價和促銷:客戶對價格策略或促銷策略的的反應(yīng)和態(tài)度
Pricing and sales promotion: customers’ reactions and attitudes towards pricing policies and/or sales promotions.#p#分頁標題#e#
Topic:奢侈品策略Luxury Strategies
1.全球奢侈品市場The Global Luxury Market
全球奢侈品市場:發(fā)展,趨勢,和主要公司;“傳統(tǒng)”和“新”奢侈品;商業(yè)模式,管理方法,競爭策略;成熟和新興奢侈品市場;重點市場區(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.奢侈品營銷,服務(wù)和體驗Marketing luxury products, services and experiences
理解奢侈品客戶;奢侈品和反常規(guī)營銷;
奢侈品:設(shè)計,獨特性,質(zhì)量,和工藝
普通商品客戶營銷與奢侈品客戶營銷
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:分銷與渠道管理Luxury: distribution and channel management
市場渠道和分銷模式;壟斷性與分銷;網(wǎng)上銷售的機會與挑戰(zhàn)
Routes to market and distribution models;
Exclusivity vs. Expansion;
Selling luxury online: opportunities and challenges;
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