Study on Luxury Marketing Channel Innovation in Chinese Market

摘要：

Under the background of financial crisis and facing huge flourishing market in China, how should luxury enterprises cope with the essential differences between Chinese and western consumers in consumption behaviors and concepts? How do luxury enterprises launch marketing activities according to Chinese consumers’ consumption psychology? Based on luxuries’ definition in the minds of Chinese consumers, an analysis on existing luxury marketing strategies is done in combination with luxuries’ characteristics through an analysis about luxury consumption purpose, whats more, the paper summarizes it advantages and disadvantages for existence and makes several feasible innovation suggestions including classified channel management, rational channel resource allocation and effective network marketing utilization based on disadvantages existing in luxury enterprises’ existing marketing channels.

作者: Xiao Rutong Zhu Suli

作者单位: School of Management,Wuhan University of Technology,Wuhan,P.R.China,430070

会议类型: 国际会议

会议名称: The 7th International Conference on Innovation and Management(第七届创新与管理国际会议 ICIM 2010)

会议地点: 武汉

会议语种:英文

页码: 1099-1103

在线出版日期: 2010-12-04（万方平台首次上网日期，不代表论文的发表时间）