Chinese Local Luxury Enterprise Resource Marketing Strategy

China has become the world’s third largest luxury market after USA, Japan, a lotof international advisory bodies are very positive about the Chinese market and isexpected in2020, China will surpass USA and Japan to become the world’s first largeluxury country. The huge luxury market in China has been occupied by theinternational luxury brands, however Chinese domestic luxury brand is verysluggish. There are some with the development of good corporate build luxury brands,bounded by the traditional thrift concept, don’t explicitly put forward to build theChinese luxury brand. Therefore, domestic enterprises must change the mindset toseize the opportunity to develop local luxury brands, to promote the progress of theChinese luxury goods industry.Relative in China, Western scholars has been very in-depth research on luxurybrand management and many classic were written. Chinese scholars are concentratedin the consumer behavior of Chinese consumers of luxury goods and luxurytraditional marketing theory (4Ps,4Cs,4Rs) study, this paper analyzes the developmentstatus and trends of domestic and foreign luxury market, from the perspective of localenterprises, the resources of marketing theory as a guide, and explore the path ofdevelopment of Chinese local luxury.Facing multiple barriers to the development of Chinese domestic luxury goodscompanies, including not only erected barriers to competition by the internationalluxury brands, the blind pursuit of foreign brand of domestic consumers,"Made inChina" cheap international image, but also the lack of brand management of Chineseenterprises problem. So Chinese enterprises must carefully analyze the status quo,through the effective integration of external resources and internal resources of theenterprise to support the construction of local luxury brands.This paper presents resources for training, integration of resources and resourcegrafting and resource proctection. Resource analysis include historical and culturalresources of the local luxury, ethnic and cultural resources, and manufacturingresources. Relying on existing resources, Chinese enterprises foster human resources,customer resources and brand resources. By the culture of luxury professional cansolve the bottleneck in the development of the local luxury brands. Through theestablishment of the communication mechanism of the interaction with customersmay enhance the loyalty of customers. Local luxury enterprises should shape thebrand through product, culture and price. Integration of resources includes the channel resource integration and marketing communication resource integration. Channelresource integration enhance the efficiency of the market channels. Communicationresources, upholding the principle of public relations mainly, supplemented byadvertising,online and offline interactive. Resources grafting strategy includesacquisition of international luxury brands and co-operation with other luxurybrands,to improve the operation and management capabilities of local enterprises.Resource protection is to safeguared the rights of brand owners and legitimate usersfrom the legal protection and self-management protection.