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Based on luxury consumer behavior Marketing Strategy

Author: HuangZuoNing
Tutor: ChaiJunWu
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Luxury Consumer Psychology Face consumption Consumer motivation Mansion
CLC: F723
Type: Master's thesis
Year: 2011
Downloads: 768
Quote: 1
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Abstract


Since reform and opening , with the rapid and steady development of China's economy , people's rising income levels and consumption patterns change , people demand for luxury goods increased year by year , China's consumption of luxury goods is entering early . Because luxury is a kind of status and lifestyle with complementary products , the middle class are willing to choose a luxury to show their economic strength and social status. Therefore, the market share in the Chinese luxury goods has been the rapid expansion , and gradually showing a significant Chinese characteristics . \As high-end luxury real estate in the classification as a luxury , and is equally relevant characteristics with luxury , China 's consumption of luxury consumers also show the corresponding feature . A company to be developed under the project site 's geographic location , landscape view and to obtain higher economic efficiency , decided to develop positioned as high-end luxury ; but the company no relevant past experience in the development and the real estate market is subject to greater impact of macroeconomic policies , development risk than previously developed by the real estate is much higher. For the effective development of risk aversion , it is necessary for Chinese luxury consumer behavior analysis, combined with the characteristics of luxury consumer behavior related to the proposed marketing strategy . Through this paper, the background of China's current consumption of luxury goods and status of investigation and analysis , and on this basis, the introduction of the luxury goods industry in the luxury real estate market analysis for instance , found that Chinese luxury consumers demonstrate behavioral characteristics , as a luxury brand operation enhance the ability to provide effective clues and inspiration.

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