Marketing Strategies of Luxury Brands in Chinese Market

DOI

10.2991/978-94-6463-036-7_221How to use a DOI?

Keywords

Marketing Strategies; Luxury Brands; Chinese Luxury Market; Consumer’s Psychology; Different Classes of Brands

Abstract

Under the dual pressure of the poor macro consumption situation and the "flight" of domestic consumption capacity to overseas, major luxury brands also have a sense of crisis. In order to consolidate the existing consumer groups and attract more new consumers in Chinese market. These valuable brands also began to use a variety of marketing methods.The research theme of this article is how different levels of luxury brands use different marketing strategies How do these highly targeted strategies affect China's luxury market and the psychology of consumers. The research method is mainly through reading a large number of literature on luxury brands and the analysis of China's luxury market At the same time, many literatures also contain a lot of data about the number of consumers and sales profits. The analysis shows that different consumer groups have different shopping preferences, which depends on their own characteristics and personality (including family conditions, needs and personal preferences) The reason why different classes of brands use different marketing strategies is also to cater to their targeted consumer groups The marketing strategy of luxury brands also covers a wide range of aspects, including price rise, hunger marketing, regional division and so on.

Copyright

© 2022 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Jiao Hong
PY  - 2022
DA  - 2022/12/31
TI  - Marketing Strategies of Luxury Brands in Chinese Market
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 1489
EP  - 1494
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_221
DO  - 10.2991/978-94-6463-036-7_221
ID  - Hong2022
ER  -