A Study On Brand Communication Regularity And Strategy Of Luxury Brand

As Chinese economy is swift and violent development, China emerged more and more high consumption crowd, their demand of luxury goods also increases year by year. While overseas luxury goods market gradually saturated, global luxury brands are marching in Chinese market, and have opened up a series of strong brand communication. Compare with West developed countries, the luxury market of our country has characteristics, such as most Chinese buy luxury goods often to show off themselves. Then, by summarizing their brand communication experience and analyzing Chinese consumer's particularity, luxury brands have developed more effective brand communication strategy.The development of luxury goods and West countries'luxury brands is higher than our country, so their researchers have already published many books about luxury brands. But the research on luxury brand communication is few and has not formed a perfect work. And as the representative of high brands, the method of luxury brand communication can affect other brands more or less.Under this background, this article begins with the brand communication, using the literature survey procedure and the case analytic methods, analyzing brand and brand property, the concept and the development of luxury goods and luxury brands, summarizing the luxury brand communication regularities, and researching luxury brand communication strategies through analyzing many cases on the public relation, advertisement, interpersonal communication, terminal, service and network of luxury brands. In this analysis foundation, I hope our country enterprises can get some useful methods to carry out their brand communication and form their brands on the development brand path.