Research On Marketing Strategy Of High Net Worth Customers Of S Luxury Company

In recent years,with the improvement of national income and the change of consumption concept,China has gradually become the world's largest consumer of luxury goods.In the luxury consumer group,high net worth customers are the main group,they usually have higher culture and income,higher social status,strong consumption desire,diverse consumption motives,and have their own unique styles and preferences.Therefore,the consumer psychology and preference of high net worth customers have become the key issues explored by S luxury companies.First of all,this paper analyzes the existing problems and reasons of high net worth customer marketing in S luxury companies,such as: poor development channels for new customers,outdated product lines,lack of innovation,lack of hierarchy of unified pricing,and so on.Then,according to the consumption characteristics of high net worth customers,collecting data through in-depth interviews and using rooted theory,this paper discusses the relationship between luxury consumption motivation,influencing factors and purchase intention of high net worth customers.and carried on the preliminary discussion to construct the conceptual model,and put forward the related research hypothesis.This paper takes individual purchase intention and personal purchase intention as intermediary variables,and takes personal purchase intention and intermediary variables as reference variables to explore the influencing factors of high net worth customers' luxury purchase intention.In addition,through data research and statistical analysis,we also find that the high net worth consumer motivation of luxury companies is more inclined to individual guidance motivation.There is a significant positive correlation between the concept of face and the personal and social motivation of high net worth customers,and there is a significant positive correlation between the perceived intrinsic value and the social orientation motivation of high net worth customers.on the other hand,the consumption motivation of high net worth customers of S luxury companies is positively correlated with the purchase intention of luxury goods,and personal wealth will not further promote the purchase intention of high net worth customers.The marketing effect will further promote the purchase intention of high networth customers,and the luxury consumption motivation of high net worth customers does not change significantly with age and occupation.Based on the above findings,this paper proposes a specific marketing plan for s luxury company's high net worth customers,including: Introducing the concept of face to improve product quality;Take advantage of the group effect to broaden customer channels;precise tactics to introduce new media power.The purpose is to help S luxury company to improve its marketing performance,so as to play an enlightening role in the marketing of domestic luxury industry.