Shape The Interpretation Of Chinese Luxury Brands From The Perspective Of Symbolic Value

Nowadays in China's prosperous luxuries market, the international luxuries brands take over the whole market and leave no room for local luxuries brands.The reasons for these brands' absence are multiple, including the immature local luxuries industry and lack of personnel and environment for luxuries development. This paper argues the most important reason for the absence is that consumers have little knowledge about local luxuries'symbolic value because of the less development,research and innovation the local luxuries brands have achieved on the symbolic value.Starting with the symbolic value of luxuries brands, this paper explores and discusses how to build local luxuries brands in five chapters.In chapter 1, it argues the situation of China's luxuries market, and points out problems in local luxuries brands' development.In chapter 2, it clarifies the related concepts of brand, symbolic value of the brand and symbolic value of luxuries brand. Meanwhile it also figures out the outside condition and the two source of symbolic value of luxuries brands.In chapter 3, according to the analysis in the last chapter, it analyzes the successful experience of international luxuries brands from the two level of brand culture and brand marketing. In chapter 4, it analyzes the dilemma that the local luxuries brands face during their development, and points out country history, enterprise situation and immature consuming market are the three main reasons effecting local luxuries brands'building.In chapter 5, it explores the way out for local luxuries brands, and put forward some constructive advice for the building of local luxuries brands from the levels of country, enterprise and consuming market.By building local luxuries brands, writer hopes it would make consumers back to domestic market and open up foreign luxuries consuming markets.