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Interpretation of the Chinese luxury branding from the symbolic value of the angle

Author: ChenZuoYing
Tutor: ChenZhengHui
School: Nanjing Normal University
Course: Communication
Keywords: Luxury Symbolic value Branding
CLC: G206
Type: Master's thesis
Year: 2011
Downloads: 243
Quote: 0
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Abstract


Chinese luxury goods market in full swing , the international luxury brand champion , collective fall of the local luxury brands . There are many reasons for the absence of this kind of brand , including the not yet forming the the local luxury industry , the lack of luxury product development personnel and environment . This paper argues that the lack of development of the symbolic value of the luxury brand , research and innovation, and consumers' lack of awareness of the symbolic value of the luxury brand , is an important reason . This paper luxury brand symbolic value as the starting point to explore five chapters and discusses how to shape local luxury brands . The first chapter discusses the current situation of the Chinese luxury goods market , pointed out the problems in the development of the local luxury brand . The second chapter clarify the related concept of brand , brand symbol value , the value of luxury brand symbols , luxury brand symbol value source and the external conditions . The third chapter is based on the last part of the analysis of the symbolic value of sources , analyzing the successful experience of international luxury brands , from two levels of brand culture and brand marketing . Chapter parse the plight of the local luxury brand in the development process , and pointed out that the national history , corporate status and immature consumer market impact of three major local luxury brand building . Chapter break the cocoon of the road to explore the local luxury brands . Local luxury brand shaping constructive comments from three levels of national , enterprise and consumer markets . The author hopes to build local luxury brand , attract people return of luxury consumption , and exploring foreign luxury consumer market .

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