Brand Management Status And Suggestion Of F Group Luxury

Along with our country economic prosperity of the market, as the import of luxury goods has poured into the territory of China, luxury consumption become a trend of fashion of our country the actual class.Especially in recent years, with the development of Europe and the United States market for luxury goods speed is reduced, luxury consumption market in China has become the second largest country in the global luxury consumption.Market research found that the authorized operation market entry mode has become a luxury brand successfully expanding business in consumer goods market of our country an important strategic decision.Brand licensing in China already presents the fast growth the tendency, but how is authorized dealer in dealing with international brands enter the Chinese market at the same time, how gentle and authorization of the luxury brands and their own brand building, how to find balance between control and flexibility, brand has become the current authorization luxury operators of a problem.This article is with many of the luxury brands authorized qualification F group as an example, the analysis in a large number of domestic and international academic field of luxury brand building and operation management on the basis of the research theory.From two angles of theory and practice to study the luxury brand licensing business cooperation mode of foreign, and according to the principles and methods of brand strategy management system, in view of the current luxury brand management problems existing in the F group, in-depth study of luxury brand management countermeasure, specifically including the following aspects:First, this paper expounds the definition of luxury goods, luxury brand and its elements and characteristics of classification and at the same time through a lot of information research and the research status at home and abroad for luxury goods, luxury brands in China were put forward and operation management theory, mainly including branding theory, theory of brand orientation, brand architecture model and brand operation management theory, the luxury brand in the country is expected to raise shape provides guidance and help..Second, the system analysis of the development of the luxury goods market, and the characteristics of the luxury goods industry development in China and the current development situation, put forward the four characteristics of editorial industry development in our country:one is the luxury market lies mainly in the current young newly rich middle class.The second is the norm of luxury consumption gradually formed three is a big aspect is China’s luxury consumption is a gift of four from the full range of quality brands and marketing efforts, build appropriate Chinese luxury brand construction plan.Third, the research is mainly focused on the famous big luxury brand integration management company F group brand management situation, research on the development of the F group, and the current situation of brand management analysis of the F group luxury brand positioning, brand management, brand promotion and brand operation management problems. Finally, through F group luxury brand strategy management system construction, realize the luxury brand coordinate resources allocation management, to achieve its efficient operation mechanism, and to reshape the company’s brand image, brand management optimization strategy proposed F group. For luxury brand construction and promotion of China improve important advice. In view of the above research, hoping to explore consistent with China’s reality of brand management advice, and provide a reference for research and practice of management of the luxury brands.