Target audience and message alignment for integrated marketing communication of luxury products: entering the Chinese market

摘要

The purpose of this study is to identify opportunities to match marketingcommunication message strategies with the target audience characteristics inthe Chinese luxury market entry context. Therefore, consumer behaviour andpsychographic marketing segmentation fields are being reviewed in a holisticview in order to identify the similarities and connection points. Through theanalysis of the messages in advertisements placed in a certain luxury andfine living magazine, message creation strategies are being anticipated.