Optimization Study On The Marketing Strategy Of A Luxury Brands Of B Company In China

Luxury goods,with its rarity,rarity,exotic,uniqueness is sought after by the people,and are endowed with certain additional value.Even luxury is not necessary to human existence,but its quality is excavated by luxury goods manufacturers,accepted by consumers.According to statistics,in 2016,under the background of contraction in the global luxury consumption market,China's luxury consumer market still wind up condition,consumption totaling more than 306 billion yuan,continues to lead the top luxury consumption markets around the world.For ten consecutive years of luxury consumption growth,China's luxury market there is still a large space for development.As long as able to seize the market demand,to achieve a reasonable marketing strategy,will be able to place in China's luxury market.However,luxury own characteristics decided the particularity of its marketing.But it is still not a set of system,the standard of luxury goods marketing theory and strategy,can only by scholars at home and abroad literature,case study,theoretical analysis to find out ways and methods of the luxury market marketing strategy,the theory needs to wait for the validation of the market.This article through to B luxury companies in China's luxury market environment,customer purchasing power,were analyzed,and further analyze the B luxury goods company's marketing,draw B luxury companies existing brand awareness is not high,brand image is not clear,the product series is less,the price positioning is relatively low.In B has been clear about the company's future development direction,luxury goods market positioning,its marketing strategy to adjust the market positioning,new product development,improve their service quality,optimization of targeted price strategy and so on.