Luxury Marketing Management Based On The Analysis Of Consuming Behavior

With China's sustained and rapid economic growth and the gradually increasing number of luxury consumption, China plays an increasingly more important role in the global luxury market, foreign luxury brands have been accelerating their pace to enter Chinese market. The rapid development of luxury market in China urgently requires more attention to the luxury and its related issues. This study reviews and sums up the concept, features and classification of luxury, makes an in-depth analysis on luxury consuming behavior, with relevant marketing management theory it puts forward luxury marketing management model based on the analysis of consuming behavior; This study also discusses the major aspects of luxury marketing management on a basis of luxury marketing management model; it tests the model with a case study and draws the relevant conclusions.According to conspicuous consumption theory, Maslow's Need Hierarchy Theory, the symbol theory and the related theories, this study deeply discusses the relationship between the conspicuous consumption behavior and the luxury goods, self-realized consumption and the luxury goods and concludes the main motives of the luxury consumption---conspicuousness and self-fulfillment, and on this basis Luxury Consuming Behavior Model is presented combining EKB Model Howard-Sheth Model and so on. The model considers that it is the society, family, marketing, other external stimulation and personality, attitude, inherent emotional stimulation that promotes the emergence of conspicuousness and self-fulfillment and affects consumers' decision-making. The study furtherly puts forward Luxury Marketing Management Model based on consuming behavior analysis taking use of the guidance framework provided by Drucker's Enterprise Theory, combining Luxury Consuming Behavior Model, 4P theory, 4C theory, and other related marketing and management theories. The model provides a clear train of thought for the brand positioning planning, design and communication management, product line management, customer relationship management and channel management in luxury marketing management.Conspicuousness and self-fulfillment is the main motive of luxury consumption, while the aspects of luxury sales management must take it this as a starting point. The "product line---demand---consumers' pyramid" model combining with Maslow's Need Hierarchy Theory explains the dynamic relationship among the luxury brand's core products, the main targeted consumers and their main demand. Firstly, competition, sales pressure, market development and other reasons make the core products and product lines growing, namely downward to the bottom of the pyramid; Secondly, with the product line downward to the bottom of the pyramid, the number of luxury consumers has been expanded; Thirdly, because of the exclusive consuming demand, consumers' requirements of conspicuousness and self-fulfillment for the luxury goods are upward to the top of the pyramid. Therefore, the management of luxury product line should find equilibrium among product lines, consumer demand and targeted consumers. The study also points out that the pyramid model is of guidance and inspiration significance to other aspects of luxury sales management.Compared with common goods, mass luxury "quality" (prices); compared with mid- and senior-level luxury, mass luxury also requires higher "quantity" (sales). Therefore, more problems need solving in the actual management process of mass luxury brand. This study takes E company as a typical case of mass luxury brand marketing management, through which tests the luxury marketing management theory as well as concludes that hierarchical management should be applied in the actual management process of mass luxury brand, that is to say, the enhancement of brand image can be achieved by the core brands, shape of core products, and sales growth and greater market share by the second line brands and the extention of product lines.