Analysis of Chinese Entry-luxury Market and Research of Marketing Strategy

DOI

10.2991/icssr-14.2014.122How to use a DOI?

Keywords

entry-luxury,marketing strategy , marketing analysis, consuming behaviour

Abstract

With the deceleration of Chinese economic development and the implementation of restraining luxury consuming policy, Chinese luxury market is definitely facing an “ice age” and the selling of luxuries in Chinese market has a sharp decline in 2014. At the same time , compared with the sluggish market of famous luxury brands, some entry-luxury brands become more and more popular among some consuming groups and the selling of these entry-luxury brands is steady increase. Based on the current condition of luxury market, the paper is primarily focused on the marketing management strategy of entry-luxury brands in Chinese local market by analyzing current situation of Chinese luxury consuming and the behaviors of Chinese luxury consumers.

Copyright

© 2014, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xue Mi
PY  - 2014/06
DA  - 2014/06
TI  - Analysis of Chinese Entry-luxury Market and Research of Marketing Strategy
BT  - Proceedings of the 3rd International Conference on Science and Social Research
PB  - Atlantis Press
SP  - 531
EP  - 534
SN  - 2352-5398
UR  - https://doi.org/10.2991/icssr-14.2014.122
DO  - 10.2991/icssr-14.2014.122
ID  - Mi2014/06
ER  -