The Marketing Strategies Of National Brands Under The Tide Of Luxurization

Luxurization marketing is a completely new concept for there s onlya few discussions concerning luxurization marketing in the academic circlebefore. Scholars had realized luxurization; however, they never define itas a kind of marketing method. Firstly, there s not a clear line betweenluxury goods and common commodities. Secondly, luxury goods always changesand I have to give luxurization marketing a changing definition.Thus I have to redefine luxury before trying to define luxurizationmarketing. Firstly, luxury goods no longer bear some bad names because ofChinese people s old sense of worth. Secondly, it is very common in Chinathat people accept overconsumption, excessive consumption, luxuryconsumption and conspicuous consumption, so the overall luxury has come.Luxurization marketing have a deep connection with luxury, alsonaturally connects with price, feeling, social status and service. Bysegmentalization and reconstitution the elements mentioned above, we cangive luxurization marketing a clear definition like this: luxurizationmarketing is the marketing method by high-price the common commodities,package them with fancy material and human emotion, connect them withservices, focus on nobility, goodliness and quality when advertising andintegrate the social status with commodities.This definition describes some kind of marketing concept and marketingtendency in modern society. It is a marketing concept because luxurizationmarketing was born based on the different phenomena in the commercialsociety. It is a tendency because our society will develop when peoplepursuing goods with higher quality and thirsting for their meanings.After the definition of luxurization marketing, I analyzed the connection between luxurization marketing and commodity appreciation,luxurization marketing and symbol consumption, luxurization marketing andself-image, luxurization marketing and peer pressure, also the thinning anddifferentiation of brand names and the necessity of building brand images.In order to deal with the thinning and differentiation of brand names, Icreated the pyramid model of Brand Names-Elite/luxurization Brands-CommonBrands and the dynamic model of them. By analyzing those two models, I drewthe conclusion of the transformation of common brands to luxurization brandsand luxury brands to elite brands. In this way, the numbers and strengthof luxurization brands are greatly enhanced.If we analyze the development of national brand names we could find quitea lot of problems like, absence of the sense of brands, imbalance ofpopularity and favorability, the aging of brand names, the mis-position ofluxury and the mis-location of brand names and products, etc. Thefundamental reason is the mistake of positioning. That is the positioningof the brand names cannot change as the change of products and consumers.Luxury goods breed some competitive and vigorous elements in moderncommercial society like Consumer satisfaction, services, creativity,product seriation, and value science technology. These elements arereflected in luxurization marketing of national brand names asre-positioning, emotional packaging, servicing and culturalization and thefulfillment of luxury.There are also questions we cannot neglect in luxurization marketing.People who can afford luxury goods and luxurized goods embrace them; however,people who can t afford them were passively luxurized and were forced toaccept the symbolic meanings of luxurized goods. Innocent luxurizationcreats more value and satisfies consumers; malignant luxurization on theother hand, disgusts the consumers and corrupts social ethic. Sometimes,the luxury created by luxurization is false satisfaction which actually leads to the waste of social resources. When luxurization acts on commoditysystem, it creates many barriers in our society.