| 1979years since the reform and opening up, China’s overall economic form,remarkable changes have taken place today, all walks of life have occurred with thechange of the breakthrough. The luxury goods industry as a new emerging field afterthe new China’s reform and opening up, many changes have taken place in recentyears.This paper reviews the history of luxury brands in China spread, clearlyestablished from the beginning of reform and opening up to what is happening today.First, the whole luxury consumption crowd has changed. From the beginning part ofthe very few, in the society development to that part of the reform and open policybecome prosperous first, and then to ordinary senior white-collar and now more andmore young00even after90. Again, it is China’s luxury consumer spending patternschange.Constant expansion of the development of science and technology andinformation terminal, Internet search technology development, luxury consumerconsumption patterns have been made by the original "AIDMA model" changes to"AISAS" mode, this change gave advertising luxury goods companies to focus onnew media. One reason of using new media. And also it is for this reason, in theChinese market of the international luxury goods companies will more and moreattention to the field of new media, weibo, micro letter, the popularity of social mediais a luxury brand efforts for this purpose. Again, in the choice of media, also has amore or less change, this change is embodied in, have the first TV media to the printmedia. Investigate its reason, is because of the expressive force of print better, morecan highlight the luxury qualities, in addition, the media constantly open up, make alot of foreign fashion magazines are stationed in China, this also for luxury goods inChina provides a good soil. It is because of the above three reasons, is also directlycontributing to the international luxury brand communication strategy in China. Theshift is strategic, is also a step by step, the change of the advertising theme andcontent, also has the change of the advertising media selection, this is the result of theinternational luxury goods companies keen attention to the Chinese market, as aclassic history with one hundred years of the change of the international top brand in the Chinese market, should cause our country attaches great importance to the localcompanies.According to the latest survey data show that in February2014, China overtookJapan and other European and American countries, as the world’s largest luxuryconsumer. But in contrast, although our country has such a large demand, but can notgo to the international market of Chinese luxury brand, even at home, also does nothave to be able to compete with foreign luxury brands brand and enterprise, it notonly makes us some regret.In fact, is not no luxury brands in China, is more preciousthan maotai and wu liang ye shui jing fang, a garment of tens of thousands of pieces isa tailor, thousands or even millions of a pineapple wood furniture and so on, but at thesame time, we have to face up to is that we do there are many problems in thedevelopment of the luxury goods industry, and fully study the transition of theinternational luxury brand communication strategy in China for our domesticenterprises brought a lot of enlightenment. First, pay attention to promote theinternationalization of the brand. Second, to improve the quality of product, and third,to realize the importance of public relations activities, the fourth, found the "younger"trend, fifth, giving full play to the advantages of "entire media" era, sixth, never giveup the second-and third-tier cities.Therefore, we should pay timely attention to the transition of the internationalluxury brands in China spread communication strategy, through the study ofinternational luxury brand communication strategy, we clearly know to own gap, alsosee that we should strive to the direction of the next. Believe that in the near future,we can also develop our own luxury brands, produced to the world of luxury brands.This article, with a large number of literature material and the actual case, thispaper analyses the spread of the international luxury brands in China history andstrategy, along with the development of the Chinese market, and luxury brand strategychanges constantly, and to come to the conclusion that our country should be in theinternational market, the domestic brands should response and enlightenment. |
