Research On Chanel's Marketing Strategy In China

Chinese consumers can be regarded as the world's largest consumer group of luxury goods at this stage,how to attract and seize the attention of a new generation of Chinese luxury consumers is luxury companies urgently need to be addressed.Compared with ten years ago,China's affluent no longer just save money,and leave their wealth to the younger generation.;they are more inclined to material enjoyment,pay more attention to life quality.Meanwhile,the development of luxury goods in China also provides more consumers and broader market prospects for luxury goods enterprises.At this stage,the global luxury goods market is undergoing fundamental changes.In order to enter the Chinese market,luxury brands must adapt to the domestic market conditions and Chinese customers expectations and enhance their competitiveness in order to gain a foothold.How to carry out a comprehensive marketing in Chinese luxury industry is still in the exploratory stage,the traditional marketing theory cannot accurately and appropriately applied to the luxury marketing.This thesis aims to combine the theories with practices to broach a new and applicable notion for Chinese luxury market.This thesis summarizes the scholars' understandings on how to utilize 4P theory in Chinese luxury market and discusses the luxury marketing model based on 4P,which could be innovative to some extent.As to practical research,based on the 4P theory and the characteristics of Chinese luxury consumer,this thesis analyses the environment of Chinese luxury market by external environment model,and studies Chanel's problems about its marketing strategy in China to provides a clear direction of development and useful suggestions.