彭麓 奢侈品品牌管理 硕士预科

在学习奢侈品管理的这一年里我做了四个课题，分别是《梅森·马吉拉品牌咖啡店调研》、《年轻奢侈品消费者研究》、《祖·马龙品牌与香氛市场》、《上海二手奢侈品消费者调查研究》。我对自己喜欢的品牌故事，以及和当前消费现象与品牌运营、相关产业之间的联系有了更深层次的了解。

时装品牌“梅森·马吉拉”，在上海开设的咖啡店引起了我的兴趣。我对咖啡店进行了线上调研和线下考察包括对价格、餐品、地理位置和店铺风格的调查记录。并对消费者进行采访，了解用户画像以及品牌本身在大众之间的知名度。通过横向对比，马吉拉的咖啡店的目标客户更偏向大众，咖啡的口味和餐点的设计也能够体现品牌的审美和理念。

《上海二手奢侈品消费者调查研究》首先调查了二手奢侈品市场国际背景。然后调研了上海二手门店类、买家的进货渠道，并对于客户的问卷调查和采访。近几年二手奢侈品的价格逐渐升高，受到经济环境影响和环保意识的提高，逐渐有更多人趋向购买二手奢侈品。一些派生行业比如线上鉴定机构和相关法律的设立也体现了行业正在逐渐发展。但我认为该行业目前还未能形成一种潮流文化，大部分消费者依然不愿意购买他人使用过的或旧的产品。对此我认为如果该行业需要继续发展可以进行更多宣传包括在大众媒体上争取对店铺的曝光机会，通过公众人物影响大众消费观。完善验货售后保障服务，以及对于卖家的资质检查，让消费者更加安心。

PENG Luxi

Luxury Brand Management 

Over the past year while studying luxury brand management, I have undertaken four projects: "Maison Margiela Café", "Survey of Young Luxury Goods Consumers", "Jo Malone Brand Analysis & Environmental Scent", and "Consumption Study of Shanghai's Second-hand Luxury Goods Market". These studies have deepened my understanding of the narratives behind my favorite brands, their operations, and the link between current consumer phenomena and related industries.

The Maison Margiela café in Shanghai, a venture of the fashion brand, piqued my interest. I conducted both online and on-site research of the café, which included analyzing its pricing, menu, location, and stylistic approach. Additionally, I interviewed consumers to comprehend their profiles and the brand's popularity among the general public. A comparative analysis revealed that the café targets a mainstream clientele, with coffee flavors and meal designs that reflect the brand’s aesthetic and philosophy.

The "Consumption Study of Shanghai's Second-hand Luxury Goods Market" began with an investigation into the international context of the second-hand luxury goods market. The study then examined the types of stores in Shanghai, the procurement channels of buyers, and included surveys and interviews with customers. In recent years, the price of second-hand luxury items has risen due to economic factors and a growing environmental consciousness, leading more people to consider these goods. Emerging industries like online authentication services and relevant legal frameworks highlight the industry's development. However, I believe this sector has yet to establish itself as a trend, as most consumers remain reluctant to purchase used or pre-owned products. To foster further growth, the industry could enhance its visibility through mainstream media and leverage public figures to influence consumer perceptions. Additionally, improving post-purchase verification and seller accreditation services could reassure customers, encouraging greater trust in the market.