Study on the Chinese Goods Market Structure and Related Integrated Marketing Strategy

摘要

This study aims to investigate the Chinese goods market structure and related integrated marketing strategy. In recent years, it is becoming more and more popular for Chinese consumers to go on luxury consuming in a variety of large cities in China, showing the increasing demand of luxury for Chinese people possessed relatively high fortune. Further, dozens of international famous luxury brands are pouring into the Chinese market such as LVMH and Gucci, recognizing the huge consumption demand on luxury goods. Then it is proved by the fact that these famous international brands on luxury have obtained huge profits. On the contrary, different from the outstanding operation of international luxury brands, native luxury brands in China is still in the initiated stage that shows a relatively far distance with them. In this study, the basic connotation and characteristics of luxury consumption are firstly described so as to confirm the final connotation. Then the scale and consumer groups are analyzed additionally and the related reasons for shaping the Chinese luxury market are explored further. Based on these analyses, the detailed and related integrated marketing strategies on Chinese luxury market are eventually put forward respectively.