Study On The Application Of 4R Theory In Luxury Goods Marketing

The luxury industry can promote consumption, create more employment opportunities and more wealth and bring innovation. It is significant to develop luxury industry for the society and nation's economy. Currently, luxury industry in China has made some achievements, but because of some reason, the nation's luxury industry still has many problems, especially some marketing problems which make the sales of our country's luxury industry not directly proportional compared with the market capacity. As a result, combining theory and practicing experiences from abroad to improve the marketing of luxury companies have great significance.This paper summarizes related research at home and abroad in luxury goods marketing. It also integrates China's national conditions, and uses 4R theory to improve the marketing of luxury companies. Meanwhile, the paper puts forward the related proposal for the nation's luxury goods marketing. This paper first analyzed the current situation of marketing by domestic luxury good companies. Then, from the relationship, relevancy, reaction and reward aspects, the paper analysis the successful experience of domestic and foreign luxury goods enterprise in marketing, and ran quickly the mercedes-benz. On the analysis as the 4R theory and the luxury goods marketing success union case. The theoretical analysis and the case empirical analysis indicated that the 4R theory can provide the effective instruction for the luxury goods marketing. Finally, the paper proposed to the nation's Luxury goods Enterprise to utilizes the 4R theory on associated measures and the support conditions.