| With the rapid development of China's economy and the economic integration of East and West, the luxury goods which once away from the masses and were called noble products have penetrated into the Chinese market rapidly, and are accepted and pursued by many consumers. According to the World Luxury Association, in 2009, the luxury consumption in China has reached 9.6 billion U.S. dollars, becoming the world's second largest consumer of luxury goods surpassed the United States and after Japan. In January 21,2010, the Boston Consulting Group announced a piece of news in "China's Luxury Market in a Post-Land-Rush Era", and the study pointed out that today, Shanghai and Beijing have as many luxury point-of-sale locations per capita as New York and Chicago do. A large number of sales outlets of the luxury goods brands have established in China's tier 2 cities, and more than half of the sales outlets are opened in the past three years. The luxury goods brands competition in China's luxury goods market has moved from the land rush, rapid expansion to emphasis on cultivate the consumers'brand loyalty. And it predicted in the Boston Consulting Group's report that in 2015, the total value of luxury consumption in China will reach 248 billion RMB, accounting for 29% of the global market and becoming the world's largest luxury goods market.Although the financial crisis ruined the United States the big luxury goods consumption status, the rise of China make these expensive items see the new soil. The latest data of World Luxury Association, show that by December,2009,the Chinese luxury goods consumption has increased to 9.6 billion U.S.dollars, compared with $ 8.6 billion in 2008 rose by 8 million, of which 2.76 billion in jewelry market, leather 2.01 billion, car 1.83 billion, watch 1.14 billion, clothing 1.01 billion, cosmetics 690 million, and other industry 560 million. Luxury goods consumption has become a force to promote China's economic growth. These figures make China the world's second largest consumer of luxury goods, therefore after the crisis, luxury goods has become a popular event in fashion in Chinese market.Looking back the course of China's luxury market development, it can be found that as early as the 1980s, luxury goods have appeared in China. The first luxury goods brand enter China's is Pierre Cardin. In 1980, Pierre Cardin made the first Fashion Show in China, and the luxury brand shock to China had begun. Later, Montagut, Crocodile, Liaorateluo, Playboy and other brands have appeared which influence Chinese people's consumption habits for a long time. The CEO of World Luxury Association China Office Ouyang Kun said, "China's consumption of luxury goods can never stop, and can not be met. The advance of luxury goods history can reflect the Chinese luxury goods consumers'attitudes."In the fifties and sixties of last century, it could be regarded luxurious when owning bicycles, watches, sewing machines, while later, from the first color television, to the first BB machine, the first mobile phone, and the first laptop computer, the history of luxury goods has been kept advance. When these luxury consumptions have become a habit, people begin to ask new requests to the concept of luxury goods and enjoyment. Ouyang Kun said, "Nowadays, the luxury brands like LV is the entry sign, and the brands Valentino, Dupont have been the representative of the era of the past."Now walking down the street, no matter whether it is the fragrance of Chanel taste, the racing Ferrari,Mercedes-Benz, or Rolls-Royce, for Chinese people, they are only a kind of consumption habit instead of a new thing for them. From the hot discussion in the past to the calm state at present, Ouyang Kun regarded it as the maturity of Chinese luxury goods market, and proof of luxury goods consumption strength. While Chinese people willing to and keen to spend on these items, which is also in line with the Chinese people's widespread psychology of "decent consumption". Perhaps this luxury is not necessary, but having them is to explain "I am also owning a luxury goods",which finds a way out for the luxury development in China. Ouyang Kun said, "If the luxury goods corporation can catch the typical psychology'I want a luxury' of Chinese luxury goods consumers well, it is easy to be successful in the Chinese market."However, for a long time, Chinese enterprises do not know how to operate luxury goods, how to develop effective marketing, especially do not understand how to build and operate luxury goods brands, how to give cultural meaning to luxury goods, so they could only watch foreign companies seize Chinese market but can contribute nothing. So the thesis based on China's perspective, by analyzing the current situation and the environment of Chinese luxury market, to make a systematic study on foreign luxury companies'marketing model, and then make some suggestions for the international entry mode and the future development of native luxury goods brands, according to Chinese luxury market's environment and the enterprises features. These are of great significance in guiding and helping domestic luxury enterprises to develop effective marketing plan and internationalized the native brands.The thesis first defines the concept of luxury goods. Luxury goods in the international arena is defined as "a kind of consumer goods that exceed the scope of human beings'survival and development needs, with unique, rare, curiosity features", also known as non-necessities. Next, it summarizes the characteristics of luxury goods, including rareness, modernity, culture, classification and regionalism. And then it introduce the definition and features of luxury multinational corporation and luxury goods brands, and make a summary of the basic development situation of luxury multinational corporation in China in recent years.In the second part, it analyzes the current situation of China's luxury market and the trend of the future. Next, it introduces Chinese luxury goods consumer group and their features. These groups are mainly three types:Nouveau Riche, Nouveau Chic, and Nouveau Cool. And then it makes a comparison between Chinese consumers and foreign consumers, from which we can see that overall the luxury goods consumers in China are not mature, and many consumers can not really understand the meaning of luxury goods brands and the history and culture that the brands represented.The third part of the thesis makes a detail analysis of luxury multinational corporation's marketing strategies in China. To build China's native luxury goods brands and develop them, we must learn from foreign enterprises' mature experience and draw on the experience. It detailed analyzes the 4ps marketing theory:product, price, place and promotion. Besides it introduce the innovative strategy of luxury goods marketing. The luxury goods brands up to now have developed for a long time, the short years, and the long decades, during which the social politics, economy, cultural environment, consumers'minds and marketing environment have undergone drastic changes. With the time passing by and the development of modern science and technology, luxury goods brand marketing strategies and ways also present some new features, for example, the luxury goods corporation actively use the internet, in particular the social network, to build brands communication channels, expand the spread of publicity to strengthen the interaction effects.Through the marketing strategy analysis of foreign luxury goods corporation in Chinese market, the fourth part introduce the influence and implications that it brings to Chinese native luxury goods corporations in five aspects:target market, product development,price, sales channels and sales promotion. The particularity of Chinese luxury consumer market indicates the potential advantages of the native enterprises in the luxury goods marketing. So far, compared with international luxury goods enterprises, there is still some way for China's native enterprises to go in management philosophy, brand development and the use of marketing models, etc. However, as Chinese enterprises based on local consumers, there is still some advantages. Many international brands have their own design, marketing system, but there are significant obstacles in the process of connecting with Chinese consumers. Only the Chinese enterprises in the growth of local social and cultural environment can make a better understanding of the unique internal demand of Chinese consumer spending on luxury goods. Based on the depth of understanding of Chinese luxury goods market characteristic, making a correct interpretation of the special meaning of luxury goods for Chinese consumers will be a powerful advantage for Chinese luxury goods enterprises.Finally, it points out the problems that China has faced to when developing native luxury goods brands. It can be said that, nowadays, in the luxury goods market Chinese enterprises are collective absence. In the thesis, it point out many factors that leads to the situation, including objective reasons and subjective reasons. Most of the Chinese merchants have no awareness to create "internationar brand" at present, let alone the luxury goods brand. Many manufacturers are accustomed to downstream processing and are content with just earning enough money to get by, in their eyes, there is only short-term benefit. Even worse, the product design is more imitation than creation. Then it introduces three international entry modes for the native luxury goods brand companies, they are OEM, M&A and subsidiary. At last, it makes two suggestions to the international development of China's native luxury goods brands:train professional managers of luxury goods and seek government approval and protection. Having a good social and market environment is very important for creating global brands for Chinese enterprises. The government has abundant financial resources and strong, diversified mass media, which could play an enormous role in carrying forward the traditional culture, cultivating exquisite cultures, building talent group as well as guiding domestic consumption of luxury goods.The ultimate purpose of making an analysis of luxury multinational corporation in Chinese market is to help China's native luxury brands to enter the market or even the international to expand the business activities. It can be seen that, first, the production and consumption of luxury goods contains a huge profit margins, while at present this part of the profits have been largely monopolized by foreign enterprises, and second, the luxury brand often have a "leader" and a "flagship" status in luxury goods industry, which plays a leading and exemplary role in the whole industry. Therefore, creating China's own luxury goods brand and entering the international high-end product market are the important ways to enhance the international competitiveness and influence for China's manufacturing products. Based on the above consideration, making the analysis of the consumption characteristics of the Chinese luxury goods market so that provide reference and basis for the production and operation of luxury goods for China's native enterprises is quite necessary. |
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