"The Luxury Industry In China:the Strategies Adopted By The Companies In Order To Meet Customers Expectations"

China is the most populous country in the world and its market is huge as well as attractive for foreign companies. Therefore, a lot of Western companies invest in China in order to develop their business. In luxury industry, foreign companies want to penetrate this market, since China is becoming the biggest luxury market on earth.Nevertheless, the understanding of Chinese customers’ expectations seems a really challenge for foreign companies. Indeed the Chinese consumers are different from those of Western countries. Jean Noel Kapferer explained this statement with its "Egalitarian Theory" and the Confucius’ influence on Chinese society. Furthermore, the brand management is a challenge in this country, where the consumers do not know the luxury culture.The strategies of foreign luxury companies are putting through the mill by Chinese consumers. Thus, our first research question is "How the Chinese market is changing the codes of luxury industry’ strategies?" The purpose is to study the appearance of E-commerce in luxury industry and to better understand the Chinese customers expectations. These two main factors of strategy changes will be complemented by the administration of a questionnaire to Chinese MBA students at East China University of Science and Technology.Our second research question is "Which strategies are adopted by foreign luxury companies to meet customer expectations?". The purpose is to better understand the dynamic store-expansion strategy, with the development of luxury shopping malls. Moreover, even if consumers are reluctant about the relocation of luxury companies, this Master thesis will show that luxury companies do not hesitate to relocate their production. Therefore, this thesis will help future Western luxury companies to understand the strategies to ensure their business.