A Research On Brand Effect Of Luxury Brand And Chinese Luxury Consumers

Recent years, China’s economy has made remarkable achievements. At the same time, Chinese people’s living standards and consumption levels have been significantly improved. As a result,China has become one of the world’s largest consumer of luxury goods markets. According to statistics, by the end of 2013, China has become the world’s largest national consumer of luxury goods. Major international luxury brands have entered China, trying to seize the chance of Chinese luxury consumers.However, after opening enough flagshipstores and brand stores in China, these international luxury brands have been facing the problem that Chinese consumers tend to buy luxury brands in their origin countries or areas. Meanwhile, China’s domestic luxury industry has never been able to occupy a favorable position in the Chinese luxury market.This paper focuses on the marketing of international luxury brand and the development of China’s domestic luxury goods industry. Meanwhile, this paper mainly discusses the following questions:Why do Chinese consumers tend to buy luxury brands in their origin countries? Why so many Chinese consumers have the passion to buy luxury brands? How could Chinese enterprises create their own luxury brands in order to develop China’s domestic luxury industry?By means of marketing research and theoretical studies, this paper argues that the formation of international luxury brands have experienced two periods," from luxury to luxury brand" and "from luxury brand to luxury brandy". As a result, the brand effect of luxury brands plays a dominant role in influencing the behavior of Chinese luxury consumers.After drawing the general conclusions, this paper divides Chinese luxury consumers into four groups.Thus, this paper finds out three motivations for Chinese consumers to buy luxury brands, including disposable income the increase in catalytic, psychological motivation of "Mianzi" and marketing methods of luxury brands. Furthermore, this paper explains how the brand effect influences the behavior of Chinese luxury consumers. Consumers are reflected in four aspects, which includes price factor, the diversity of products and shopping environment, service experience and symbolismAt last but not least, as it is necessary to develop China’s luxury industry,this paper offers suggestions China to build domestic luxury brands in order to develop the whole industry. According to the above research, the best way to develop China’s luxury industry is to build China’s domestic luxury brands.Only in this way, could the brand effect of luxury brands influence the behavior of Chinese luxury consumers, and would the China’s domestic luxury industry realize their "Chinese Dream".