Research At Marketing Strategies Of Chinese Luxury Goods Based On Consumer Psychology

For several hundreds years people in advanced countries have been consuming the luxury. With the fast development of China's economy, urban population increases continuously, and consumers are becoming maturity constantly, people of luxury consumption in China will increase by a wide margin. LV,GUCCI,Bentley and other oversea luxury brand have entered Chinese market and have been made a big success.Clearly, China's luxury industry is pregnant with business opportunities and it has a large market capacity. Chinese consumer have a certain degree of purchasing power and consumer awareness, demand for luxury goods is increasing. There is no doubt that China is becoming a luxury consumer superpower. But it should also be noted that China's luxury market has only just started, there are many places which is not perfect: consumer's attitudes are also still in the relatively early stage, and the understanding of luxury goods are also not mature enough too. Another phenomenon is that in the luxury industry, the collective absence of domestic enterprises, there are no true luxury brands in China, watch foreign brands vied for China and can not participate in competition.Due to above considerations and based on luxury development studies at home and abroad, this article discussed the characteristics of China's luxury market and development trends ,analyzed the external environments,opportunities and threats of development of local Chinese luxury, and established the Chinese luxury consumer psychological factors evaluation system, using AHP to calculate the degree of importance of various factors. At last this article give some relevant suggestions of marketing and development direction for the circumstances of Chinese luxury goods market.