Public Relations In Luxury's Marketing

With an annual economic increase of 10%+ for years; China has become the third largest market for luxury products in the world. A large number of luxury brands come into China and bring about great competition to occupy luxury market share. As one of the sharp promotional weapons for marketing, Public Relations are frequently used by luxury brands to build and promote their Corporate and Brand Identity. This thesis mainly focuses on Luxury Public Relations. First of all, it introduces the concept and characteristics of luxury products, and summarizes Chinese luxury market structure, consumers'preference and consuming reasons. In the second part, it analyzes the function and use of Public Relations for luxury marketing with reference to Integrated Marketing and PR Theory. In the third part, it puts forward three platforms for PR used in Luxury marketing based on the conclusion of luxury marketing characteristics. Finally, the thesis draws to the conclusion which offers four suggestions on Luxury Public Relations. Luxury marketing is a new research area in China, especially for luxury marketing public relations, therefore I hope this thesis can make some supplement and contributions to the area and provide some references for luxury PR in China.