Study On The Value Of Luxury Brand

For several hundreds years people have been consuming the luxury all around the world.With the fast development of China's economy, urban population increases continuously, and consumers are becoming maturity constantly, people of luxury consumption in China will increase by a wide margin. Oversea luxury brand have entered Chinese market.But there are no profound study on luxury brand. This article studies the definition and trait of luxury and luxury brand through brand theory. As unnecessaries the luxury possess the trait of long history,high ratio of value and quality and the relativity of time and space. The luxury brand not only can provide the utility of function but also the satisfaction of spirit based on its high culture value.The article explains the origin of luxury brand by brand value theory. Although there are various explain about the origin of brand value, more and more scholars have pay attention on the attitude and motion of consumers which determine the value of brand. The article consider that the value of brand come from consumer's recognition. It is also suitable to explain the origin of luxury brand that is the luxury brand realize its vale by satisfy the demand of consumers based on the enterprises' cost on brand building. The article also discuss the incentive of consumption and the marketing-mix strategy such like brand position,brand culture and sales measure using by enterprise through utility theory.This article has also analyzed some our country luxury consumption existing questions such as the garish consumption, prodigal consumption and the lack of Chinese luxury brand. The article analyze the development trend of luxury brand and the differentia of luxury industry between different countries. At the end, this thesis points out that Chinese should pay more attention on brand building by providing perfect quality and using marketing strategy.