fashion management專業(yè)dissertation寫作選題指導
03-12, 2015
fashion management時尚管理專業(yè)dissertation寫作選題指導
不同于畢業(yè)dissertation，一般來說寫課程dissertation忌諱把題目定的太大，因為這樣容易導致泛泛談論時尚營銷管理。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。為了方面留學生寫作，下面的內(nèi)容將以一個topic對應這有關(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，留學生做到舉一反三，將對以后的dissertation寫作極具指導意義。
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：客戶對服務的感知或評價
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：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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