| In recent years,with the rapid development of China's economy and the continuous improvement of the living standards of residents,people's awareness,purchase and consumption behavior of high-end consumer products and services are increasing day by day.At the same time,the consumer's consumption pattern and consumption concept are also changing.The change of consumer demand makes the existing brands in the high-end motorcycle industry constantly enter the Chinese market to meet different consumption demands.This will involve lifestyle changes,luxury consumer behavior and brand marketing strategy choices.This paper studies the behavior of Italian motorcycle brand MV Agusta motorcycle consumers in the Chinese market(Beijing area).Due to the limited number of consumers,this paper adopts the method of in-depth interview and descriptive statistical analysis to discuss consumers' lifestyle and consumption behavior.The paper also compares the three brands entering the Chinese market competition(Harley in the United States,Du Kadi in Italy and MV Agusta in Italy)from the perspective of marketing,i.e.product,price,channel and promotion,and summarizes the similarities and differences among them.The target consumer groups and consumption types of MV Agusta in the Chinese market were described in detail,and finally the analysis and recommendations for the marketing strategy of the Chinese market were made.By studying the relationship between the change of the brand's consumer lifestyle and luxury consumer behavior,the close relationship between lifestyle and luxury consumer behavior is summarized.The research results have certain guiding significance for MV Agusta to carry out brand marketing.It also provides a reference for other luxury motorcycle brands to enter the Chinese market,while enhancing brand competitiveness,better meeting market demand and responding to market competition faster. |
