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系統識別號 U0002-0601202018005800
中文論文名稱 在地域和邊緣之間的意大利製造為國家品牌之奢侈品牌管理:MaxMara的案例
英文論文名稱 Luxury brand management between anchored territoriality and edginess Made in Italy as nation branding: the case of MaxMara
校院名稱 淡江大學
系所名稱(中) 經營管理全英語碩士學位學程
系所名稱(英) Master's Program in Business and Management (English-Taught Program)
學年度 108
學期 1
出版年 109
研究生中文姓名 莫愛理
研究生英文姓名 Alessandro Muffolini
學號 607585287
學位類別 碩士
語文別 英文
口試日期 2019-12-16
論文頁數 58頁
口試委員 指導教授-李旭華
委員-陳瑞陽
委員-楊斯琴
中文關鍵字 品牌管理  奢侈品  意大利製造  時尚  品牌識別  意大利人做的更好  戰略品牌管理 
英文關鍵字 Brand management  Made in Italy  Strategic Brand Management 
學科別分類
中文摘要 本論文主旨為,品牌管理分析與行銷管理及市場行銷架構中策略的重要性。尤其關注在於義大利策劃、設計、生產的奢侈品區塊,又稱 “Made in Italy” 義大利製造。所採用與此相關概念的研究案例為,從產品的起源和風格,到在全球各地都成功的行銷策略,這個在各方面都帶有濃厚義大利色彩的企業—MaxMara集團。
此研究案例將會討論,策略與使用行銷工具此類創新的方式,特別是品牌管理與品牌本身所展現的無形資產,如何被迫切的採用以求成功並且在全球被題為“義大利製造”的大使品牌,這提倡了一種新的奢侈品概念和民主化,其特徵不再具有稀有性及排他性,卻是一種得宜的生活方式—奢侈品對於人性究竟是真實的需求還是可以被輕視物質—引用亞伯拉罕·馬斯洛(Abraham Maslow)和他的需求層次結構(Maslow 1943),結合當代社會的特徵可能可以發現,即使是被評為次要的奢侈品,也隨著時間推移而將與被認為是主要生理需求物質的差距縮小,而成為實際所需的奢侈品。
英文摘要 The target of this work is the analysis of brand management and the importance at strategic level acquired within the concocted scope of marketing and its administration. The peculiarity is the attention conferred to the sector of luxury goods and, especially, to those planned, designed and produced in Italy. This is known as the so-called Made in Italy and related to this concept, it is taken into consideration for the case study, an entity characterized by its deep sense if Italianity in every aspect, from the origin and style of its product, to the marketing strategies adopted to reach global success: this is the MaxMara Group.
The case study will demonstrate how a targeted and innovative way in using specific marketing tools, especially brand management and the intangible assets represented by the brand itself, has been imperative in order to achieve success and being elevated to ambassador of the Made in Italy concept around the World. It was introduced a new concept of luxury and its democratization, not seen any more solely for those features as rarity or exclusivity, but as a proper way of life: this led to a final discussion over the view of luxury as a real need for humanity or as something that can be overlooked: citing Abraham Maslow and his Hierarchy of Needs (Maslow 1943), alongside with the features of contemporary society, it was possible to realize how luxury, even if rated as secondary and subordinate, it results being a real need that, with time, managed to close the gap with those physiological needs that have always been rated as primary.
論文目次 List of Tables....................................................................................................................VII
List of Figures..................................................................................................................VII

CHAPTER 1 – Introduction..............................................................................................1

CHAPTER 2 – Literature Review......................................................................................3
BRAND MANAGEMENT
2.1 Brand definition..............................................................................................................3
2.2 Brand functions ..........................................................................................................…5
2.3 Brand strategies..............................................................................................................7
2.4 Brand management and its key concepts.......................................................................9
2.4.1 Concepts of brand identity, image and equity…............................................10
2.4.2 Concept of brand positioning..........................................................................12
BRAND MANAGEMENT WITHIN THE LUXURY GOODS INDUSTRY AND THE MADE IN ITALY
2.5 Luxury brand management outline................................................................................19
2.5.1 The features of the concept of luxury.............................................................20
2.5.2 Market trends of the luxury sector.................................................................22
2.5.3 Luxury sector strategical brand management................................................27
2.6 Overview of the Made in Italy concept .......................................................................30
2.6.1 Made in Italy high standards: a competitive advantage................................31
2.6.2 Contemporary strategies and development...................................................32

CHAPTER 3 – Methodology……...................................................................................35
3 Methodology....................................................................................................................35

CHAPTER 4 – Case Study…….......................................................................................36
THE WORLDWIDE SUCCESS OF THE MADE IN ITALY: THE CASE OF MAXMARA GROUP
4.1 MaxMara Group outline...............................................................................................36
4.1.1 MaxMara Group history................................................................................37
4.1.2 MaxMara Group sub-brands..........................................................................38
4.1.3 Business philosophy of the MaxMara Group................................................39
4.1.4 MaxMara Group business models Group................................................41
4.2 MaxMara Group marketing strategies..........................................................................47
4.2.1 MaxMara Group relationship marketing adoption........................................48
4.2.2 MaxMara COATS! and other initiatives: promoting Italian excellence worldwide ...............................................................................................................50

CONCLUSIONS ..............................................................................................................52
REFERENCES..................................................................................................................56

LIST OF TABLES
Table 1: Luxury products classification.............................................................................24
LIST OF FIGURES
Figure 1: The STP Process..................................................................................................13
Figure 2: The Abell’s Matrix..............................................................................................14
Figure 3: Porter’s Five Forces.............................................................................................16
Figure 4: MaxMara BCG Matrix........................................................................................43
Figure 5: MaxMara Business Model Canvas......................................................................44
Figure 6: MaxMara SWOT Analysis..................................................................................47
Figure 7: Maslow’s Hierarchy of Needs.............................................................................53
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