Analysis Of Consumer Behavior Of Luxury Goods Based On Marketing Management Perspective

With the continuous development of China's economy,the improvement of people's living standards,and the people's demand for luxury consumption,China has become a superpower in the world's luxury consumption.The world's major luxury goods manufacturers are all in China's luxury market.Foreign luxury giants have flocked to the Chinese market to seize market opportunities for their luxury goods.Therefore,research and analysis of consumer behavior within and outside the industry are paying more and more attention.Firstly,it expounds the meaning and characteristics of luxury goods,analyzes the classification of luxury goods,and summarizes the research on marketing management theory and luxury goods.Secondly,it analyzes the consumption behavior of luxury goods,comprehensively introduces and analyzes three consumer behavior models based on consumer behavior and consumption motivation,and analyzes Beijing luxury consumption consumption with Beijing luxury consumer survey as an entry point.Current situation and problems,and comprehensive analysis of consumer behavior,laying the foundation for the subsequent construction of a luxury marketing management model based on consumer behavior;Thirdly,based on the above analysis,the STV marketing management model is introduced,combined with EKB model,HSM model and VDM model,to build luxury marketing from four aspects:brand planning,luxury product line management,customer relationship management and channel management.Management model.Finally,with Montblanc as the case analysis object,the case study of Montblanc is carried out using the luxury marketing management model.The purpose is to analyze the analysis of Montblanc and to refine the suggestions of consumer behavior for luxury brand marketing.