Research On Luxury Brand Loyalty In China

Early 1990"s some foreign luxury brands first came into China market and boomed in only twenty years. At the same time,luxury consumption is increasing in China year by year.So far,luxury consumption in China ranks No.2 in the world.China is still a huge market in the future. Luxury consumption has become the strong power and the impetus of Chinese economy.But now,in China not only academic fields but also luxury industry is developing slowly.It becomes an important thing how to guide the luxury consumption,culture the brand loyalty of consumers in order to ensure the healthy and orderly development of the luxury market.The essay is to propose a strategy of formation of luxury brand loyalty in China.The strategy is based on the case analysis combining with current situation and future development in luxury market in China.The first paragraph systematically researches the current academic achievements about luxury,luxury brand and brand loyalty.At the same time,it sorts the research on luxury and brand loyalty from international and domestic. It systematically analyzes the current situation,development trend and factors of brand loyalty formation in luxury market.Then from the point of the view of consumers,companies and building local luxury brands,it proposes the value of cultivating brand loyalty and how to cultivate brand loyalty.The essay clearly put forward the importance of cultivating brand loyalty for the good development of luxury market and proposes strategies for cultivating luxury brand loyalty in China.Then the essay summaries and outlooks development route of the luxury market in China in order to pay more attention to healthy and rational development of the Chinese luxury market.