Creating Original Luxury Brand Strategy China

The growth of China’s economy, to a certain extent,stimulated the development ofChinese luxury consumer market. But in the face of such a huge market, scanty Chinaoriginal luxury brand to compete with foreign luxury brands.The purpose of this research is the next emerging luxury market characteristics on howto create some original Chinese luxury brand strategy research. First, the emerging luxurymarket characteristics and theoretical analysis of consumers, followed by a questionnairesurvey of Chinese consumers prefer luxury brands choose to conduct research, statisticalcomparison method using data analysis reveals that Chinese consumers of luxury goodsbrand preference mainly by the heart to meet the physical needs and the impact of twoaspects; third, based on the analysis results, the Chinese luxury brand to build elements ofthe original, and from technological innovation (tangible value) and cultural heritage(intangible value) two fronts policy analysis. At last, the original luxury brand created infocus "feature-a symbol-experience" interactive evolutionary value.