Luxury targeted groups and marketing strategies

Abstract

It is an urgent problem for luxury enterprises to explore the largest group of luxury consumers, formulate a series of feasible marketing strategies, and Capture and capture the attention of the new generation of luxury consumers. In recent years, China's social stability, rapid economic development, China's rich class is increasing, and their age tends to be younger. They are open-minded and pursue the quality of life. The demand for luxury goods is also increasing. Currently, the global luxury market is undergoing fundamental changes. Familiar with the Chinese domestic market, meeting the expectations of Chinese consumers, and continuously enhancing their competitiveness are the only way for luxury brands to enter the Chinese market and win a place. The purpose of this paper is to study the marketing strategy of Chanel luxury products in China, and to provide a theoretical basis for the study of Chinese luxury marketing.