Brand Marketing Study Of Louis Vuitton In China

Owing to the fast development of Chinese economy and the deep perception of Chinese customers shown on purchasing the luxury,luxury industry has played a more and more important role in China and many luxury brands have attached much importance to it.After many years of the rapid development,luxury brands have to face a heavy blow from 2012.Actually,the decelerating of Chinese economic growth,the harsh anti-corruption movement as well as the rationality of luxury consumption from Chinese consumers has all led to the market downturn.Under this circumstance,brands have to adjust their marketing strategies to cope with the changes.The paper is finished in such a background,taking French brand Louis Vuitton as the study objective and mainly focusing on brand marketing.It gives more specific analysis of problems shown in the brand marketing in transforming Chinese luxury market and provides some reference for other local brands.The writer first introduces the definition of the luxury and summarizes the international and domestic research of the brand marketing and the brand marketing to luxury brands.Then the writer states its development history and present situation in China as well as points out the problems.Next,it analyzes the problems from the macro and micro environment as well as the own factor.After this part,the writer gives some advice about these problems.Finally,the writer concludes the research of its brand marketing and provides some reference for local enterprises.The topic of how to adjust marketing strategies of luxury brands to the transforming Chinese luxury market is still a new one worthy of research.The study of Louis Vuitton can not only provide some reference for the enterprise but also give some reference to other local brands in luxury industry.