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The <Made for China>, the New Challenge of the Luxury Industry

Author: Amandine HAMMARI
Tutor: HouLiMin
School: East China University of Science and Technology
Course: Business Administration
Keywords: Marketing mix strategies Luxury industry Chinese market Adapt Globalization
CLC: F723
Type: Master's thesis
Year: 2012
Downloads: 80
Quote: 0
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Abstract


Chinese market with all the necessary conditions for the development of Western luxury brands , and look in the luxury industry will become the next \the road is not flat ! indeed , from point of view of geography, history, politics , culture and the breakdown of demand , the Chinese market is probably the most difficult to deal with , the most complex situation one of the countries . Order to successfully sell their products in China , foreign brands will have for China's consumer strategy adjustment . This is the core of my thesis . By focusing on the field of marketing , I am trying to understand Chinese consumers of luxury goods market segments , consumer behavior and expected , to arrive at optimal marketing mix strategies to help foreign luxury brands to expand their business in the Chinese market . What kind of product , price , channel , and promotional strategies for emerging market consumers of luxury goods , the take it? Case of two successful companies to describe the marketing strategy : a most Chinese people elected eager to have foreign luxury brands - Louis Vuitton , the other is a new luxury brand founded specifically for the Chinese market by Hermes - up and down . They can be captured the hearts of many Chinese consumers , what is the secret ? Answer as we announced in the next text .. I of this paper aim to luxury brand marketing manager marketing mix approach to being developed for the Chinese market are some of the recommendations , followed by price , place and promotion in order to research and analysis of the arrival of a new trend - \on aspects closely follow .

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CLC: > Economic > Trade and Economic > China's domestic trade and economic > Market
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