奢侈品市场的营销策略研究论文

Middle the life, the luxurious brand enjoys the very special market and the social position, its goal consumer is few upper classes of society celebrities. In luxury goods expense, the people pursue the core value already was not commodity itself, but was the attachment in the commodity use value “the mark symbol value”, this kind of mark was symbolizing people's status and the social economy status. Therefore, the luxurious brand became the people to show the status and the status “the black magic stone”, has become gracefully, the luxurious life label, has become Yun the Yun populace life chase dream. estimated according to the Chinese Brand Strategy Association that China's luxury goods expense crowd present has reached the total population l3%, approximately 160,000,000 people. To 2010, this expense community will grow to 250,000,000 people. Facing the Chinese this giant luxury goods market, the overseas luxury goods brand started from 2004 to start a Chinese circle raging tide. From the overseas upscale automobile, the precious jewelry to the high-quality clothing, the cosmetics, find at everywhere nearly. However, is very actually difficult in this circle raging tide to see the Chinese native place luxury goods brand the form. After all, the Chinese market's genuine lead is the Chinese Enterprise, China needs one batch to be able the native place luxury goods brand which contends with the overseas brand. China is one of global luxury goods most potential markets, China also needs to have one batch of native place luxury goods brand. this article outlines the subject matter which the luxury goods the concept and the brand characteristic, the Chinese luxury goods market's present situation and the potential, the Chinese native place luxury goods brand faces, proposed the Chinese native place luxury goods brand marketing countermeasure.