Návrh strategie luxury marketingu značky Christian Dior

Denisa Kalakajová

Bachelor's thesis

Motion of a luxury marketing strategy for Christian Dior brand

Abstract:

Tato bakalářská práce se věnuje definování pojmu luxus a luxury marketingu a jeho problematice. Teoretická část pojednává o definování luxusu a jeho historii, vymezení pojmů luxury a non luxury. Druhá část se věnuje luxury marketingu, vyobrazení marketingového mixu spolu s marketingovou strategií. Pomocí toho zde půjde o vystihnutí luxury zákazníka a o poskytnutí informací o luxusních značkách. Navazuje dotazníkové šetření, které vyhodnotí poznatky o značce Christian Dior ve spojitosti s luxury marketingem.

Abstract:

This bachelor thesis is devoted to the definiton of the concept of luxury and luxry marketing and his issues. The theoretical part of the thesis will deal with the definition of luxury and history, delimitation concept of luxury and non-luxury. The second part deals with luxury marketing, depicting the marketing mix along with the marketing strategy. With the help of this, it will be about capturing a luxury customer and providinf information about luxury brands. It is followed by a questionnaire survey, whicch evaluates the knowledge about the Christian Dior brand in connection with luxury marketing.

Keywords

luxury, luxury marketing, non luxury, marketingový mix, Christian Dior

Keywords

luxury, non luxury, luxury marketing, marketing mix, Christian Dior

Language used: Czech

Date on which the thesis was submitted / produced: 29. 4. 2021

Thesis defence

• Supervisor: PhDr. Jiří Nesiba, LL.M. Ph.D.
• Reader: Lucie Mašterová, Ph.D.

NEWTON College a.s.

NEWTON College a.s.

Bachelor programme:
Economics and Management