The Research Of Luxury Based On The Application Of "Hunger Marketing"

With the rapid development of global economy, the luxury goods industry which highlydependent on the economy also appeared in a hitherto unknown prosperity, national scholarsstudied the luxury goods industry and the luxury goods marketing. Although different scholarson the definition of luxury goods from different angles, and has conducted the research to theluxury goods marketing method from a different side, most experts still analysis method byusing the traditional marketing theories such as4Ps,4C analysis. However, the luxury goodsis a kind of non-conventional commodity, is a basic living unrelated non-special commodity,luxury properties (scarce) decided that the traditional supply marketing mode can’t fit for it.In addition, since China entered the WTO for ten years, the economic structure and theeconomic environment of our country appeared great changes. As people’s living standardsand the annual disposable income is increasing, the rich and the middle class expandsgradually, people’s consumption habits and characteristics appeared obvious changes.Therefore, combination of luxury properties at the same time the luxury market andconsumers of luxury goods in our own characteristic to conduct the research, and put forwardthe marketing strategy of luxury goods in accordance with China’s "national" great innovativesignificance.Based on the summary of the scholars at home and abroad, through the consumptioncharacteristics, analysis of the fundamental characteristics of luxury in China’s luxury marketand the stage as well as China’s consumer psychology, the hunger marketing can butt luxuryproperties, which is suitable for our country is now at the luxury goods consumption stage andluxury consumer psychology marketing strategy, and puts forward some methods for hungermarketing strategy, based on the LV case, analysis its use of several hunger marketing method,in order to provide reference for the luxury goods manufacturer slightly in our marketingstrategy.Compared with the existing research results at home, the research ideas in the followingaspects:First, the definition of the concept of luxury goods, based on the characteristics of luxurygoods, luxury is non-conventional commodity that has nothing to do with daily life, that can’teasy to get within a period of time.Second, the new conclusion of this study, combination of luxury properties, and throughthe analysis of characteristic of China’s luxury consumer market and luxury consumermotivation and application of the principle of hunger marketing, the hunger marketing caneffectively luxury properties, China’s luxury market characteristics and luxury consumermotivation.Third, the hunger marketing theory, hunger marketing is a kind of formulation in the nearfuture more popular, but also in reality has a strategy, but the hunger marketing application,specific strategy theoretical research less, did not form a system, the introduction of hungermarketing case from the reality of view, on the basis of summarizing, extended hungermarketing strategy, and puts forward the hunger marketing theory system.