Main Problems and Their Marketing Countermeasures of China’s Domestic Luxury Brands

Tao Wen ()
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Tao Wen: Dalian University

A chapter in Proceedings of 20th International Conference on Industrial Engineering and Engineering Management, 2013, pp 1071-1078 from Springer

Abstract: Abstract China is the largest luxury consumption market in the world. It need and should have some domestic luxury brands. The paper describes the status of luxury market in China, introduces the concept of luxury and its brand characteristics. The paper also analyzes three main problems which the domestic luxury brands face, namely, conceptual problems, historical problems, enterprises’ problems. The paper finally puts forward marketing countermeasures according to the problems mentioned above.

Keywords: Luxury brands; Main problems; Marketing countermeasures; Online brand shops (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-40072-8_106

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DOI: 10.1007/978-3-642-40072-8_106

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