谈到奢侈品，这些标准与普通消费品不同。奢侈品战略的目标应该是创造品牌价值，利用人们的可支配收入(Colman, 2014)。时间、遗产、价值、设计的独特性和知名客户是奢侈品牌在打造品牌身份时应该关注的(Bonetti, 2014)。建立品牌的质量/价格比。它被认为是高价值、高质量的溢价产品。高级定制系列将利用这一策略来确立其品牌身份。
公开宣布其中国官方名称品牌Bottega Veneta bǎo jiā近年来死亡。,bǎo通常意味着保持青春和培养,死亡意味着蝴蝶是美丽和温柔的指示。jiā意味着家,它象征着房子和专业知识。目前该品牌的市场推广是在其隐藏的图标。这被拟人化为蝴蝶，被称为威尼斯工匠模型(迈尔，和空白，2015)。它模仿了古驰其他品牌的营销模式和供应链。该公司在上海和北京的主要市场开展业务。预计该公司将把重点转移到中国的二线城市。
由于奢侈品牌并不依赖于它们的功能，它更多的是与人们的情感有关。为了营造这种情绪，该公司在大联盟中推出了自己的产品。然后，他们部署了营销和销售促进活动，促进产品本质上是一个高质量和工艺的产品(Sinha, 2014)。这一组合销售的产品作为一个高价值的品牌是功能性的。除此之外，宝缇嘉(Bottega Veneta)所采用的商业模式也应该是赏心悦目的。
When it comes to luxury, the standards are different from the regular consumer products. The luxury strategy should be aimed to create brand value and harness the disposable income of people (Colman, 2014.) Time, heritage, value, uniqueness of the design and prestigious clientele are what a Luxury brand should focus on while creating the brand identity (Bonetti, 2014). Quality/price ratio of the brand should be established. It is considered as high value high quality for premium pricing of the products. The couture collection will utilize this strategy to establish its brand identity.
2.3 Operation & Marketing
For marketing and promotions, Bottega Veneta brand has tried to create a new persona for the brand.
The brand Bottega Veneta publicly announced its official Chinese name bǎo dié jiā in recent years. Of this, bǎo most often means preserve the youth and nurture, dié means butterfly which is indicating of the beauty and femininity. jiā means home, which symbolizes the house and expertise. Current market promotion of this brand is in its hidden icon. This has been personified as the butterfly and is known as the Venetian Craftsman Model (Maier, and Blanks, 2015). It emulates the marketing model and supply chain of the other Gucci brands. It operates in the main markets of Shanghai and Beijing. It is expected that the company would shift focus to the second tier cities of China.
2.4 Business Model
To establish itself as a luxury model, the company had initially created superior products with a number of intangibles embedded in their design. There is a focus on quality, craftsmanship and attention to detail that is symbolization of the dresses. There is a creation of a brand story and the target consumers are identified and the product is marketed to that demography.
Since luxury brands are not dependent on their functionality, it is more to do with the emotions of people. To build that emotion, the company introduced its product in the big leagues. Then they deployed a marketing and sales promotion activities that promote the product as essentially a product of high quality and craftsmanship (Sinha, 2014). This combination of selling the product as a high value brand that is functional. Apart from this it should aesthetically pleasing is the business model that has been employed by Bottega Veneta.
From this, the company entered into a number of markets across the spectrum and had established itself using the brand identity it had created. They introduce a product line that is mainly exclusive and of high quality.