On The Luxury Brand Communication Strategy And Effect In China

30years after reforming and opening, dramatic changes have taken place in China. The economy of China has a rapid development and the comprehensive national strength has greatly increased. Meanwhile, Chinese living standard has improved significantly. China’s GDP has become the world’s second largest economy after the United States as early as2010. On this basis, because of the particularity of its own, luxury goods has become the focus of the Chinese people. Since2007, the world’s luxury goods market has been in a relatively weak state because of the impact of global financial crisis, while China’s luxury consumption market is having a fast-growing development trend. According to the latest report from the World Luxury Association by the end of2011, China has become the world’s largest luxury goods consumer countries. China, which contains the huge purchasing power and the infinite potential, provides a vast land for the international luxury brands. Therefore, famous luxury brands from all over the world have landed in China, seizing the market and beginning a promotion. Today, we are in an era that the new media technology is widely popular. The media has affected the society and the audience more and more significantly. It has a constantly change for the brand communication of the luxury goods. Social media marketing communication will do become a trend. Relying on mass media and new media, luxury brands can expand the influence, enhance the visibility, attract the attention of the target group and maximize communication effect. In this context, this paper will discuss the communication strategy and effect of international luxury brands in China, how to use all kinds of resources to realize effective marketing communication for the brand in the new media age with examples.