The Optimized Study Of Marketing Strategy For Local Luxury Brand NE·TIGER

In recent years, China has become the world’s third largest luxury market, just smaller than the United States and Japan. As a new and big luxury consumption nation, China has more than 85% consumption of international luxury brands. But the consumption of local luxury brands is too low. The international luxury brands and the local ones are so different in many aspects, such the brand awareness, product price, brand culture communication, channel construction, brand operation and management. There are many reasons for this situation, and the lack of management ability of Chinese enterprises is not negligible.Experts and scholars on luxury brand research, mostly concentrated in foreign luxury brands marketing model and marketing theory research, few scholars or relevant professionals to study China’s domestic luxury brands marketing strategy. Marketing advice to the development of Chinese domestic luxury brands is mainly based on the analysis of the international top luxury brands in China marketing strategy, rather than based on the analysis of China’s local success of luxury brands. This article attempts to study the NE·TIGER brand development process, analysis the existing brand marketing strategy, combined with Chinese local luxury marketing environment, the full understanding of China’s luxury consumption, proceeding from the angle of Chinese luxury goods companies, so as to NE·TIGER brand further provided a conform to the market situation of marketing programs, to provide suggestions on how to optimize.Firstly, the article describes the background, research purpose, research significance, research content, research methods and the innovation. secondly, this article expounds the concepts and features of luxury and the theories of marketing strategy, combined with the marketing mix theory and STP theory of luxury marketing strategy, clothing luxury brand marketing strategy and review of relevant literature, for the following chapters in-depth analysis to make the theory upholstery.Then, this article analyzes the NE·TIGER brand marketing environment and consumer groups purchasing behavior in-depth combined with the status quo of China’s luxury consumption market. Then this article analyzes the marketing strategy of NE·TIGER and other main international luxury brand competitors based on the analysis of the successful experience of the international luxury brand marketing strategy.This article starts from the NE·TIGER enterprise background, development process, and the existing brand marketing strategy, combined with the comparison analysis to explore the existing problems of the NE·TIGER brand marketing strategy. And then give the suggestions of solving problems from product strategy, price strategy, channel strategy and promotion strategy.