Hunger Marketing On Luxury

Hunger marketing refers to the intentional reduction of production by commodity suppliers in order to achieve a marketing strategy that regulates supply and demand,manufactures "absence" of supply,and maintains product image and maintains higher prices and profitability of goods.It is widely used in commodities,or commercial promotion of services,especially in the high-end,precious luxury industry.As the saying goes,"When a thing is rare,it becomes precious." Luxury goods are such a rare and precious product,of which many luxury companies make good use:they not only set obstacles in terms of prices,but also control strictly the number of products to keep luxury goods at a distance that most people cannot reach.At present,luxury companies mainly use two methods to avoid the proliferation of products in the market:the first is quantity-limited sales,that is,a certain product is only sold in a fixed number;the second is time-limited sales,that is,a certain product is only sold during a short period of time.We build a research framework by reading the literature and analyzing existing theories,aiming to figure out when "quantity-limited sales," and "limited-time sales" are used in luxury goods,which one of them can better increase consumers' desire to purchase,thus to gain more positive responses,and to analyze the mechanisms behind.Through scenario simulation questionnaires and data analysis,the study found that:when the perceived accessibility of purchase opportunities is high,consumers respond more positively to quantity-limited sales than time-limited sales,and we found that it is the perceived consumer competition that plays the role of mediator;while the accessibility of purchase opportunities is low,consumers respond more positively to limited-time sales than to limited sales,and it is the certainty of the purchase that plays the role mediator.This paper,by theoretical analysis and empirical research,has enriched theoretical research in the field of luxury hunger marketing,and verified the impact of the quantity-limited sales and time-limited sales on luxury consumers in different contexts.At the same time,it also provides a reference for the marketing strategy of luxury enterprise stores.