Luxury Marketing Management Based On Consumption Behavior Analysis

Luxury industry is an important part of modern business. Luxury brands in western countries have a long history. There are three important features of luxury, expensive, enjoyable, and unnecessary. With sustained and rapid economic growth, and the rapid increase in the number of luxury consumption, Chinese market plays a more and more important role in the global luxury goods industry. Many famous luxury brands in the world are speeding up to enter into Chinese market. Luxury consumers' psychological and behavioral characteristics are paid attention by people inside or outside the industry.This paper begins with the semantics definition and the generalized definition of luxury. At the same time, the concept of luxury goods is expanded from economic and marketing perspectives. After that, the paper reviews and summarizes features and classification of luxury. Meanwhile, to combine the authoritative references and research on luxury at home and abroad, this paper gives a comparison between the traditional concept of luxury and the new one, based on which, the overall situation of luxury market and trends in China is introduced.The research achievements on consumer behavior are discussed. This paper introduces a large number of comprehensive and in-depth information as well as an integrated model of study of consumption behavior. It also proposes representative academic achievement on research of consumption behavior, and focused description of the EKB model (Engle mode), and overall consumer behavior Hawkins research model. Based on analysis of consumer behavior, the paper concentrates on luxury consumption behavior, especially in-depth analysis on difference between Chinese consumption and the Western one.Based on In-depth study of existing achievement, this paper proposes a model based on characteristics of luxury consumption behavior in China, based on which, combined with related marketing management theory, a luxury marketing and management model is created according to the analysis on consumption behavior.A famous company Louis Vuitton as a representative case is discussed from aspects to apply and test the feature model of consumption behavior in China. After analyzing the background of Louis Vuitton brand, this paper focuses on the study on characteristics of consumers and markets policy, and then gives some suggestions.