Luxury Public Relations Marketing Strategy And Its Practice In The Chinese Market

With the rapid growth of China's economy, income level of Chinese resident is increasing and the rich groups are emerging. China has gradually developed into fresh troops on luxury consuming and also will be one of the biggest luxury markets with tremendous potential.Luxury products have unique branding communication models from other commodities. Public relations marketing, as a main marketing tool of luxury brands, have caused serious concern to the domestic academics. However, there is no constructive, systematic, and comprehensive theory system of public relations marketing on luxury brands yet.The article combined the PR marketing theories with real examples, analyzed the typical strategies of PR marketing of luxury brands. Moreover, it summarized how these strategies were implemented in China market.It reviewed the conception and history of luxury brands; analyzed China luxury market, which briefly expounds market history, current consumption, customer analysis (including consuming behavior and consumer motivation) ; studied, classified and summarized the general strategies of PR marketing, especially on luxury brands. And it integrated the theories and real examples of famous global luxury brands to conclude the importance of PR marketing on luxury brands communications; analyzed how these PR marketing strategies were implemented in China market. Additionally, based on customer analysis, it brought up the current goals of luxury PR marketing in China market and estimated the matching degree between outcomes and goals.