The Application Study Of Luxury Goods Network Integrated Marketing In China Market

The recent rapid development of China’s economy has reinforced an inevitably stronggrowth in both consumption power and retail environment change. To most, the financialgrowth of the country as a whole makes up for the most obvious reason behind it all.However, what one should look into is the core factors that which encouraged thetransformation. The upper rising middle class is the single largest talked-about consumersegment in China. And what is worth pondering about this segment is their motivation anddiverse purchase intent-larger exposure to the outside world online. In the recent years,China market has not only surpassed the United States to become the world’s secondlargest luxury market, but also regarded as the most innovative retail environment. On theother side, due to the development of the Internet technology and the sustainableimprovement of IT infrastructure, more consumers tend to stick to digital media instead oftradition media. It’s easily understood because of the convenience and the timeliness of thenew media. And the tendency is getting more obvious when twenty-one century becomes.Based on the above mention facts, the initiatives and development of China luxury networkintegrated marketing has arouse the attention of the whole society. However, as a bran-newmarketing tool of a very traditional Luxury Industry, we are also aware of variouschallenges. The Luxury Industry companies have to find a way to strengthen theself-management, following “fair play” policy, and enhance risk control, etc. While othermarkets depend on the revenue of luxury online business through user experiences withmature clientele, China market has a focus on the penetration of lower tier city needs. Thisdistinctive nuance differentiates the development between China market and US/Europeanmarket. In China, the generation of online shopping is coming. It is significant to have anin-depth study of luxury goods network integrated marketing in China market. This studyis also very meaningful for the Asia market, especially China who’s going to be the largestluxury business market over the world.By summarizing the background of “luxury”, theory of “network integrated marketing”, and the current luxury goods consumption status in China market, the papermake a comparison of the advantages and disadvantages of traditional luxury marketingand luxury network integrated marketing respectively. Meanwhile, it figures out theweakness of traditional luxury marketing and the necessity of optimizing the marketingstrategy. Besides, it points out the initiatives of promoting the network integratedmarketing in luxury industry locally in China market.In the following chapters, the paper proposes the solution of the current traditionalluxury marketing, such as high marketing cost, inaccurate customer targeting, nointeraction, difficulties of forecasting marketing ROI, etc. It also leads a discussion on howto consolidate and integrate various of network marketing tools based on the features ofluxury industry, and finally meet the purpose of maintaining the brand high-end marketingpositioning, precisely target potential customers, enhance the interaction between brandand customers, strengthen customers’ loyalty, and maximize the marketing ROI. Bypresenting this paper, I hope it will inspire all luxury brands in China on their marketingstrategy, hope that the in-depth analysis is able to help them have a better understanding ofnetwork integrated marketing, and eventually help them benefit from network integratedmarketing and better develop their luxury business in China market.