미국과 유럽, 일본에 이어 우리나라에서도 급성장 중인 뉴 럭셔리 시장에 대한 포괄적 조사입니다. 영어 강의 과제여서 영어로 작성했습니다. 단순히 리포트 뿐만 아니라 사람들에게 호응이 좋았던 PPT 자료도 동봉합니다.
언어를 쉽게 썼기 때문에 기본적 영어실력으로도 해석이 가능할 뿐만 아니라 보고서와 파워포인트 자료 모두 한글로 해석하면 바로 연동해서 사용 가능합니다.
Reason Analysis for Trading Up Phenomenon
Introduction of New Luxury Market
Overview of the New Luxury Market from Seller’s Point of View
Several months ago, the internet sites were overflowing with debate and criticism over the fictitious Dwoenjang Girl. With even the mass media introducing the Dwoenjang Girl in numerous articles, the witch-hunt had increased to a near frenzy in criticizing the “empty-minded” antics of the vanity obsessed, satirical character. From her egocentricity in making choices that valued brand names and appearance more than conventional rational choices, many people made vitriolic remarks that she did not have the common sense to tell excrement from Dwoenjang.
Marketing Analysis of Dwoenjang Girl Phenomenon
However, from a marketing perspective, the Dwoenjang Girl is actually a creation of the typical changes in cultural values today. The values she places in Starbucks coffee may not be such a irrational choice after all. A cup of coffee is no longer just a cup of coffee and the Dwoenjang Girl anecdotes show us a perfect example of a typical middle class consumer that is willing “trade up” several categories of her lifestyle while “trading down” other categories.
From the functional needs standpoint, a cup of coffee is a source of caffeine that may help give one a jumpstart when needed or a refreshment to help digestion after meals. Thus, to people that view coffee as only a functional beverage, the entire notion of Starbucks does not compute and is a waste of money. However, Starbucks coffee is not merely just a source of caffeine.
The entire Starbucks experience begins with a familiar and cozy setting in which mouth-watering aromas and friendly servers help with one’s order. The pleasant music and comfortable atmosphere allow friends to freely talk to each other in an environment less rowdier and more easily accessible than a traditional conversation atmosphere such as a bar. Even when one takes a Starbucks coffe
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