European Luxury Brand Localization Management Research Under Chinese Consumption Culture

Luxury industry is one of the most important integral parts of the business world. Ithas a long history in western society. Though China is a growing market for luxury goods,it’s increasingly development catches the attention of most worldwide luxury brands.Chinese market becomes one of the most important luxury markets in the world. Manyluxury brands speed up to enter Chinese market.As one of the world luxury goods market, China has the general luxury marketcharacter; on the other hand, it also has the different consumption characters based on thecultural difference compared with other luxury consumption market.This thesis begins with the introducing the definition of luxury goods and luxurybrands, and review the features and classes of luxury. Accordingly, this thesis starts toanalyze the luxury consumption culture from Chinese and Western aspects, especially thein-depth analysis on Chinese consumption market to conclude the importance of strategicbrand management, and further on to emphasize the module of brand equity managementon customer basis. This thesis researches the module from Chinese and Western aspects tohelp how to apply in practice.Through the case of R Company, this thesis starts to analyze the current brandmanagement status between European and Chinese market to illustrate a general analysison brand management problems. Then this thesis starts an in-depth research in three mainperspectives of brand management strategy.During the analysis of R Company’s brand management on local luxury consumptionculture, this thesis carried out a targeted analysis by brand positioning, brand marketingmanagement and how to construct an effective system of customer-based brand equitymanagement. This thesis finally proposed R Company several recommendations based onthe detailed analysis of existing problems.By summarizing previous brand management theories and close analysis of brandmanagement practice of R Company, this thesis is trying to give guidance proposals whichare feasible to implement in business practice for R Company to build customer-basedbrand equity management strategy.