The Research Of Luxuries Brand Communication Based On The Schema Diffusion Innovations

With the development of the economic and the improvement of living standards, luxuries become more and more common for Chinese people, which makes the luxuries brand communication be a new issue for Chinese society nowadays.As a special kind of consumption good, the brand communication of luxuries must has its own difference. On the other hand, as a theory about how new things diffusion in a new situation, the schema of diffusion of innovations is applicable to the difference of the luxuries brand communication in some aspects.This essay tries to explain the brand communication of luxuries through the theory of the diffusion of innovation and adapts the schema to be helpful to the luxuries brand communication of present Chinese society.