Exploration On Marketing Strategy Optimization Of Independent Luxury Brand H In The New Period

After more than 20 years of development,China has become one of the most important luxury consumption markets.Over the past two years,luxury goods market in China is growing at a rate of 20%,and Chinese consumers have become the largest luxury consumer group in the world.With the rapid development of economy and the progress of science and technology,the consumption psychology and behavior of Chinese consumers have changed.They pursue personalized products,advocate spiritual enjoyment,pay attention to the added value of luxury goods,and are keen on online and offline interactive shopping experience.Based on the new characteristics of consumer behavior in the new period,luxury brands need to implement new pertinent marketing strategies.The number of independent luxury brands is small,accounting for less than 15%of the market.With the continuous increase of brand awareness,more and more independent brands are emerging in the luxury market.Compared with the first-line luxury brands in the world,Chinese independent brands are far behind in technology,price control,channel construction,brand promotion,brand awareness and brand management.At present,the research on Chinese independent luxury brands is relatively limited.Based on the research of marketing of independent luxury brand and the marketing environment of China in the new period,this paper classifies H brand consumers,puts forward the targeted suggestions for H brand marketing strategy in the new period.It makes up for the blank in research of Chinese independent luxury brand.This paper is divided into six chapters.Chapter One is the introduction,which elaborates the research motivation,content and methods,difficulties and innovations.This chapter summarizes the application of marketing theory and consumer behavior theory,and introduces the concept and the characteristics of luxury brands.Chapter Two focuses on the internal and external environment of H brand marketing.Chapter Three compares the international first-line luxury brands,and analyses the marketing status and existing problems of H brand.Chapter Four makes a thorough analysis of H brand consumer's purchasing behavior through questionnaire survey,and classifies and collates consumers.Chapter Five uses STP theory and 4P theory to select the target market,and gives suggestions for the optimization of H brand marketing strategy from four aspects:product,price,channel and promotion.Chapter Six is the conclusion and prospect.