中国奢侈品市场现状及营销对策

摘要

奢侈品作为生活品质的象征，其消费市场在中国日渐成熟。根据近几年奢饰品市场调查报告等各项调查结果显示，针对我国奢侈品市场仍然存在诸如专营店价格偏高、销售手段单一等的问题，提出专营店商品价格调整、新型渠道整合、综合运用线下体验式营销和差异化营销结合等对策，旨在帮助奢侈品营销在我国得到更好的发展。%Luxury goods nowadays have been a mark of living quality,and the consumer market in China is becoming more and more mature.However,according to the survey report on luxury jewelry market in the recent years,it is found that prices in franchise stores are on the high side and sales approaches are single in China's luxury market.In view of these problems,countermeasures such as lowering the prices in franchise store,integrating new channels,comprehensively applying offline experience marketing with differentiated marketing strategy are summarized to help the luxury marketing get better development in our country.