The Development Of The Local Luxury Brand "Royal Ruyi"

Since the 21 st century,because of the economic developing,China domestic luxury consumption scale also expand,in the luxury consumption structure,the clothing consumption is one of the important part,but from Chinese consumption of luxury market,the China local luxury brand is very small,developing the luxury brand which can not only make up the shortage of China brand,but also conducive to the transformation of China economy.This paper complex use the literature research,comparative study,case analysis and induction of the local luxury brand “Royal Ruyi” development.According to the China luxury goods current development situations,analyze the luxury consumption characteristics and the consumption scale of luxury goods in China,by combining the theory of marketing composition and the STP target marketing to research “Royal Ruyi”the internal and external marketing environment,and the opportunities and challenges.The Thirdly,under the background of China's luxury market,based on the local clothing brand management,product design and social environment,propose "Royal Ruyi" luxury brand strategy.By the product strategy,price strategy,channel strategy and promotion strategy,brand culture strategy,integrated marketing communication strategy put forward the local clothing luxury market development strategy.