| This paper consists of two parts. The former part mainly discusses the reasons,contents and advantages of the positioning strategy of Chinese domestic luxury brands,how Chinese cultural orientation blend in brands culture, and offer an strategic opinionabout how to become strong brand in the Luxury World that European luxury brandsoccupy dominant position; the latter part mainly discusses how Chinese own luxurybrand positioning expression in visual through Luxury Design, do research on Chinesetraditional culture combined with specific cultural orientation strategy to research onLuxury Design.In the Chinese own luxury brands positioning strategy parts, this article based onthe division of the new world and the old world of foreign luxury goods, draw lessonsfrom analysis and summary of the new world and the old world of luxury goods doneby Chinese domestic luxury brands research institutions, analysis the differentcharacteristics and strategic advantage of Chinese domestic luxury brands on differentlevels, that is cultural orientation. Combine with the brand positioning theory of Al Reesand Jack Trout, expound reasons of Chinese domestic luxury brands positioning, thedivision of Chinese domestic luxury brands consumer group with cultural orientation,and the cultural psychological demands for the luxury brand of the target consumergroup. This paper integrated natural location of Chinese culture in consumer’s mind,planed four kinds of cultural orientation strategies for Chinese domestic luxury brands,and analyzed them with Chinese domestic luxury brands cases. This article analyzed theadvantage of domestic luxury brands with native cultural orientation, the culturalorientation strategies of China domestic luxury brands is core brands strategies.Combined with the fact of current Chinese own outstanding luxury brands with nativecultural orientation, summed up the inevitability of Chinese domestic luxury brandswith native cultural orientation.In the Chinese luxury design analysis part, based on thorough searching of Chineseclassical art and traditional process, searched for cultural symbols and visual elementsthat on behalf of Chinese traditional culture, combined with the specific content ofdomestic luxury brands cultural orientation, absorbed abstract culture artistic conceptionand highly symbolic cultural symbols, combined with the way of expression of modernart, and the spirit of the times, this paper discusses how to design international luxurybrands with Chinese characteristics, Chinese aesthetics. Finally, summarized the brandcultural characteristics of15own Chinese luxury brands case, put forward developmentdirection of Chinese domestic luxury brands in the future. This paper hope to makestrategic thinking of the gradual growing of domestic Chinese luxury brands in theinternational luxury goods world. |
