Marketing Strategy Study Of HD China

Since 2012,Chinese economic growth has slowed down,Chinese administration has taken more serious anti-corruption measures,and Chinese consumers has become more rational in consumption.Facing such situation,luxury brands have to adjust their brand marketing strategy so as to adapt to a series of changes in the market.In this article,I take the German brand HD as the research object.In the transforming Chinese luxury market,HD has to adjust its marketing strategy to brand marketing oriented.In this way,HD can get a real understanding,appreciation from its customer,improve the customer loyalty and lay a solid foundation for its long-term development.In this article,firstly,I study the definition of luxury brands,brand marketing and refer to some literature reviews,explain the importance of brand marketing for luxury brands;secondly,I explain the history of HD and its current business conditions in China,and list the issues and challenges HD encounters in its present brand marketing strategies;then I make analysis about the external and internal environment of HD:in the part of external environment,I make analysis of Chinese economy,governmental policies and competitors;in the aspect of HD internal environment,I make analysis about brand HD from its brand personality,brand communication,brand sales and brand management.Lastly,based on the problems and analysis above,I make some improvement proposals.In the aspect of Brand Personality,HD should build clear brand culture image,improve brand product design,and adjust product price.In the aspect of Brand Communication,HD should take more channels and measures,enhance CRM,set customer experience platform.In Brand Sales,HD should use promotion and online shopping channel.In Brand Management,HD should optimize team building and strengthen brand maintenance.In order to make sure the above strategies can be carried out smoothly,supporting measures in Organization,Human Resources and Finance are also pointed out.In this thesis,through the analysis of HD brand current marketing strategies and faced challenges,with reference to related theories,I sort out scientific and feasible measures to provide reference to the policy making of HD marketing strategies.Not only can this article provide some reference to HD but also it can give some reference and inspiration to other brands in luxury industry.