Chinese Luxury Brand Building And Development Strategies Research

From early 1990's first came into China market to 2004 boomed in China market after releasing open retailing policy, foreign luxury brands strengthened their focus in China market. At the same time, Chinese consumers'luxury consumptions are increasing year by year. Annual Chinese consumption ranks No. 3 in the world. It estimates that in 2015, China would replace U.S.A to be No.2 in the world market. China luxury consumed has become the strong power of China economy and the impetus of Chinese consumption. But now, in China not only academic fields but also luxury industry is developing slowly. There is no China luxury brand in market based on the world standard. China luxury corporations don't know how to build the brand culture, how to foster consumer group and how to manage a luxury brand. The luxury brand research is a new field. Researcher should start to study the industry before it form and grow up, in this way, the research result could help to guidance the industry development. The essay is to propose a strategy for China luxury building and development, based on the case analysis and comparative analysis combine with current situation and future development.The first paragraph systematically researches the current academic results about brand, luxury product and luxury brand. After that, it comparative analyze the foreign and China luxury market, brand and consumers. At the third part, it finds the motivation of building and developing China luxury brand, including the strength, weak, opportunity and threatens. The forth part is the key paragraph. In this part, it proposes the strategy of China luxury brand building and developing. The strategy including five sectors, they are brand culture, marketing, consumer, corporation and industry. The author considers China luxury brand building and developing are a dynamic process. This process is determined by all those five sectors. Then use an case to show and prove how this strategy goes well. At last, the essay concludes and prospect future.