Research On The Marketing Strategy Of X Company In China's Luxury Goods Market

These years,with the fast growth of China's economy,Sci-tech,and the impact of COVID-19 among the whole society,people's consumption level and concept have changed significantly.The Chinese market has been promoted to be the largest consumer market in the global luxury industry,surpassing The European and North American markets and becoming the growth engine of the global luxury industry.China's new rich and younger generation of consumers increasingly value quality of life and enjoy the psychological satisfaction of material goods.Many well-known international luxury brands have shifted their business focus to China.In recent years,they have continuously added new stores in China and invested a lot of money in brand marketing in the Chinese market.For luxury brands are in the global recovery operations,China is clearly responding to the impact of the outbreak of the new champions league fastest recovery,recovery effect is the most significant market,so luxury companies want to pull through the Chinese market brand income,must be combined with its national conditions,adjust accord with the characteristics of the Chinese market marketing strategy.The enterprise-centered marketing model of luxury goods is obviously inadequate in the current Chinese market.The demand for luxury goods of Chinese middle class and above continues to grow,and the consumption psychology and behavior begin to change.Although China is a core market in terms of the performance of luxury companies,it is still in the development stage,and many marketing strategies need to be optimized and improved with more research.Mastering the needs of China's younger generation of consumers is a priority for luxury companies to occupy the high ground.Scarcity and exclusivity are the natural attributes of luxury goods.How to maintain scarcity and achieve "accessibility" is the key point for luxury companies to improve their marketing strategies in China.4C marketing theory advocates the research and development of enterprise marketing strategies with consumers as the core.The research object in this paper is X company.To conduct SWOT situation analysis is combined with the macro environment and microcosmic environment of China's luxury market,market target positioning is carried out based on STP theoretical model,and marketing plan of X brand is constructed from four dimensions of demand,cost,convenience,and communication by 4C marketing theoretical model.Based on combing theory and combining practice,reasonable suggestions are put forward for X Company's marketing strategy in The Chinese market.