中国本土奢侈品的国际化发展之路

International Development of Chinese Local Luxury Goods

经济全球化的发展使得国外高档奢侈品在我国市场的渗透力迅速扩大。在中国奢侈品市场蓬勃发展,而中国本土奢侈品牌却难觅踪影的现状下,有学者研究了中国本土奢侈品的发展方向,提出了相应策略。该文借鉴了前人研究,提出了中国本土奢侈品发展的新方向,即先打入国际市场,再返回国内市场。同时还就中国本土奢侈品进入国际市场的模式,以及其国际化发展提出了一些可供参考的意见。

Economic globalization brought a lot of foreign luxury goods into the market in China.Despite the flourishing development of Chinese luxury market,seldom Chinese local luxury brands have be seen.As to this situation,scholars fo- cused their attention on the development of Chinese local luxury goods.Based on the existed research,this paper proposes a new angle about the development of Chinese local luxury goods,by entering the international market before coming back to domestic market.Meanwhile,it also gives three types of market-entry-modes and some suggestions about the international development.