Marketing Strategies of Luxury Brands in Chinese Market

Jiao Hong ()
Additional contact information
Jiao Hong: University of California, College of Letter and Science

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 1489-1494 from Springer

Abstract: 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.

Keywords: Marketing Strategies; Luxury Brands; Chinese Luxury Market; Consumer’s Psychology; Different Classes of Brands (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_221

Ordering information: This item can be ordered from
http://www.springer.com/9789464630367

DOI: 10.2991/978-94-6463-036-7_221

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().