Marketing Tactics Research Of Luxury In Department Stores

In November,2010, Bain-a worldwide famous strategy consulting firm-published a survey report about Chinese luxury market. In this report, it says that the luxury market in Chinese mainland have a strong sustained growth. In2009,Chinese spent￥156billion on luxury goods. More and more global luxury goods companies started to seize the Chinese market. China is bound to the biggest international trade and consumption center of luxury goods.In Bain’s survey report, it says that there are some new trends as follows in Chinese luxury market now:1.The luxury market in Chinese mainland has a sustained growth.2.Second-and-third-tier cities continue to be new battlefields of intense competition for major brands.3.Consumers expect to obtain all-sided and differentiated service experiences.4.Gifts increase and diversify.5.The importance of online platforms keeps rising.6.The efforts to build brands and local factors are both increased.Faced to the new market trends, it has important theoretical and realistic meanings to systematically analyze the environment and features of Chinese luxury market, especially of the primary marketing position—department stores. This analysis is useful to regulate the market and promote the competitiveness of department stores.First, this dissertation introduces and comments some relevant concepts and theories, especially the ones most correlated with luxury marketing in department stores, such as STP、4P、4C、SWOT、Porter’s "five power" model etc. Therefore, this dissertation has the solid theoretical foundation, becoming more scientific and rigorous.Secondly, as the foundation of the following part, it analyzes the current situation, features and marketing channels of Chinese luxury industry. Meanwhile, it thoroughly discusses the tactics correlated with luxury marketing in department stores, such as the address selection, the marketing mapping, the retail management, the communication planning, the process building and resource integration etc. In addition, it gives an example--French Lafayette Department Store. It makes an overall analysis about this store, including its selection and implementation of the marketing tactics, in order to introduce some good experiences of luxury marketing to Chinese department stores.At the end of this dissertation is the conclusion. It includes the realistic meanings to management and the theoretical meanings to marketing. There are also the drawbacks and suggestions of this research in this part.