International Development Strategies of Luxury-goods Players in China

The aim of this paper is to study and analyse the intemationalisation strategies chosen by the main luxury-goods players in the Chinese market, demonstrating the business intemationalisation processes. The research questions are： ttow luxury companies have developed distribution strategies in the Chinese markets？ What are the main formats of distribution for the Chinese markets？ Are there any differences in the internationalization process between the main players of the luxury markets and the smaller ones？ The methodology is based on the analysis on multiple-case ~.nalysis on a sample of luxury-goods companies and identifies and compares the different strategies used by the players analysed. The research process starts from identifying and selecting the most well-known companies operating in the luxury branded sector, which have established a presence in the Chinese market with their own brand, collecting secondary data for the selected companies （website, corporate profile, articles on websites and in trade magazines and interviews with the management）, analysing the data collected and interpreting the main results to have emerged from the research. The main findings and conclusions are that the route to development in the Chinese market taken by the players in the luxury-goods sector, historically undertaken by delocalising production operations, has in recent years begun to accelerate with new forms in play, principally linked to distribution. The Chinese market tbr luxury brands is ever more an outlet market rather than a production hub. The ability to create brand awareness will become a key factor for successful consolidation of the competitive position in this market, an operation that can only be performed through distribution. Moreover, Chinese high-end consumers are becoming ever more demanding, seeking out an ever more sophisticated shopping experience. Just as happening in other markets, opening directly operated stores is a strategic choice for reaching and convincing end-consumers, since these stores become their point of contact with the brand. Creating a shopping experience plays a central role in communicating the values, heritage and spirit of the brand to consumers. Global luxury-goods enterprises are multiplying their investment in opening new sales outlets, using different formats to create distribution system that is predominantly selective but that ensures adequate distribution coverage. The development of direct distribution channels, alongside the more traditional forms of indirect presence, is accompanied by the more innovative players developing the digital channel to accompany and support their retailing activities.

The Relationship between Consumers'Public Self-consciousness and their Purchase Intention of the New Luxury Goods

The era of consumption upgrade has begun due to the rapid economic development.Nowadays,the new luxuryconsumption is prevailing,and China has emerged as the primary consumer of these luxury goods.Based on the public self-consciousness of consumers,the relationship between this aspect and consumers'purchase intentions of the new luxury goodsis explored.This study investigated the impact of consumers'public self-consciousness on their willingness to purchase newluxury goods,validated the proposed hypothesis by design experiments,and used the linear regression analysis of theexperimental data.This study showed that the higher the consumer's public self-consciousness,the more inclined they wereto purchase these luxury goods.The findings of this study would be helpful to expand and enrich the researeh of the newluxury consumption behaviors in consideration that public self-consciousness is hardly reflected in recent research.Hence,this study would enlighten and acts as a significant reference for companies of the new luxury goods to develop more effectivemarketing strategies.

融媒体时代皮具奢侈品牌的传播方式转变

随着经济的发展和社会需求的变化,一个集传统媒体、新兴媒体、受众互动于一体的融媒体时代已经到来。信息无处不在、无所不及、无人不用,导致舆论生态、媒体格局、传播方式发生深刻变化。本文围绕融媒时代的优势特色、皮具奢侈品牌的传播方式变化以及应对策略进行了探讨,希望为皮具奢侈品牌的传播模式提出新的发展可能。

中国奢侈品皮具消费现状及消费需求变化研究

奢侈品皮具是我国皮革产业体系中的重要一环。文章针对当前我国奢侈品皮具消费现状进行分析,认为我国的奢侈品皮具产品类型集中在包、鞋、家具等方向,总结了当前我国消费者在奢侈品皮具消费方面的心理特征,包括发展型悦己需求显著、品牌偏好需求依然明显、交际需求逐渐显现、猎奇需求逐渐变少等;以此分析为基础提出部分奢侈品皮具产品的发展思路。

VI创意设计提升奢侈品皮具品牌影响力探析

随着社会经济的发展,VI的创意设计对于品牌影响力的作用越来越受到品牌方和消费者的重视。如何通过VI创意设计来提升奢侈品皮具品牌的影响力也是一个值得探讨的过程。本文从VI的概念、VI创意设计在奢侈品皮具中的表现形式和如何提升奢侈品皮具品牌的影响力等方面进行分析,以达到抛砖引玉的作用。

奢侈品供应链中的信息共享与协同管理研究

随着社会经济的发展,人们对于生活品质的追求日渐提高,对奢侈品的需求量也逐渐提升,有效的信息共享和协同管理对于提高奢侈品供应链的效率、降低生产经营成本、改善客户满意度和增强奢侈品供应链的整体市场竞争力至关重要。然而,奢侈品供应链信息共享和协同管理仍存在一定的问题。因此,本文通过深入分析奢侈品供应链的问题和不足,并提出切实可行的解决方案,可以有效提高奢侈品供应链的效率,从而实现奢侈品供应链的持续发展。

奢侈品流行要素对中华老字号营销的借鉴

全球奢侈品市场日益繁荣,西方各类奢侈品牌在世界市场上获得了高额利润。而我国的中华老字号品牌却屡陷困境。以奢侈品长期践行的品牌营销方式作为切入点,通过传承传统和开拓创新两个方面,分析奢侈品保持流行的要素,借鉴奢侈品近年来的品牌营销经验,如讲好品牌故事,合理的品牌延伸,全渠道销售,价值观联结,结合老字号所独有的特质,总结出适合老字号的发展模式,使老字号也能像奢侈品一样,保持经典,历久弥新。通过复兴中华老字号,留存由品牌带来的民族记忆。

Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention——Based on Empirical Analysis of Domestic Luxury Cosmetics Brands

This is a research on the mechanism of retail strategy mix and consumer behavior intention,and psychological impact on consumer attitude, consumer purchase decision-making model and its components are conducted firstly. Next, retail strategy, merchandise strategy, and store strategy, contained in the retail management theory, are adopted as other important variables to measure the impact on consumer attitudes. And then, the key factors of retail strategy mix are identified by means of Focus Group (FG). In addition, the hypothetical model of retail strategy mix and consumer behavior intention for domestic luxury cosmetic brands is established to understand the relationship between the two factors. Finally, empirical researches are conducted on consumers and retailers of luxury cosmetics brands. And some advice are given on retail strategy mix's influence on the consumer behavior intentions, aiming to enlighten domestic luxury cosmetic enterprises to improve performance by the integrated use of retail strategy mix.

Cognitive Dissonance in Chinese Luxury Consumption Market

To examine the cognitive dissonance in Chinese luxury consumption,the paper contains a review of the research and development in the field of cognitive dissonance and the distinctive motivations applicable in Chinese luxury consumption.On the basis of the review,the link between cognitive dissonance and intention to repurchase luxury goods is discussed.This research aims to investigate the impact of Chinese culture on the reflections of cognitive dissonance as well as their repurchase intentions.The study was based on quantitative research,in which the motivations and the levels of cognitive dissonance were explored in the luxury consumption domain.In the study,the effects of Chinese culture(i.e.,Mianzi,group orientation,and buying out of emotions) on luxury consumption and cognitive dissonance were also examined in order to develop a more precise research framework.This study shed light on the different levels of cognitive dissonance relative to the different dimensions of Chinese culture.

跨境电商保税仓策略对消费者轻奢侈品购买意愿的影响

针对跨境电保税进口轻奢侈品,通过文献梳理和理论分析提出研究假设,建立跨境电商保税仓策略对消费者轻奢侈品购买意愿影响的理论模型。基于问卷调研的实证分析表明,价格策略、物流策略、退货策略、平台策略、政策支持等5项因素显著正向影响消费者轻奢侈品购买意愿。消费者信任在价格策略、平台策略、政策支持和购买意愿之间起部分中介效应。感知价值在产品策略和购买意愿之间起完全中介效应;在价格策略、物流策略、退货策略、平台策略、政策支持和购买意愿之间起部分中介效应。产品追溯码在价格策略、平台策略、政策支持和消费者信任之间存在调节作用;在政策支持和感知价值之间存在调节作用。

基于法治环境的奢侈品皮具设计版权保护问题研究

为了优化我国奢侈品市场和皮具市场的营商法治环境,助力我国经济健康发展,本文对我国在奢侈品皮具设计领域的版权保护问题展开深入研究。研究发现,我国奢侈品皮具设计的版权保护在立法模式、立法范围和司法界定方面均存在不同程度的缺陷,由此导致了我国奢侈品皮具市场“抄袭”之风盛行,严重侵害了我国以版权法律制度为核心的法治环境。基于此,本文总结了国内外优秀的法治经验,结合我国奢侈品皮具市场的实际发展阶段和发展特点,提出完善该领域版权保护的切实建议。

基于消费者心理的皮具奢侈品营销策略分析

近年来,我国皮具奢侈品市场的消费观念不断发展,皮具奢侈品的消费市场也随之成熟。为了帮助我国皮具奢侈品企业实现向高端化、国际化、个性化的转型,本文分析了我国皮具奢侈品消费者的心理动机,不同消费心理需要不同的营销策略,以此探究消费者的内在需求是进行营销决策的先决条件。介绍了皮具奢侈品进行市场营销时的三大目标,并结合消费市场的心理动机和市场营销的预期目标,提出了我国皮具奢侈品进行营销的策略应用。

基于奢侈品消费心理的皮革类高端产品营销策略研究

近年来,皮革类高端产品的消费逐渐增长且日渐年轻化。在前景大好但竞争激烈的市场环境中,皮革类企业如何抓住消费者心理,制定科学合理的营销策略是争夺市场份额的重要影响因素。本文从分析我国皮革类高端产品的市场规模及消费群体入手,分析了三种主要的奢侈品消费动机,即炫耀性心理、从众性心理及投资性心理,并结合这三种消费动机为皮革类高端产品的营销策略提出了合理建议。

皮具奢侈品品牌营销策略研究

随着我国国民经济的崛起和居民生活水平的提高,巨大的消费体量使我国奢侈品的市场规模得到蓬勃发展,但目前我国仍然缺少具有行业代表性和国际影响力的本土奢侈品品牌。本文以我国皮具奢侈品行业为切入点,辨析皮具奢侈品品牌价值的特征,探讨当前皮具奢侈品品牌营销中的局限和不足。基于上述分析,提出未来我国皮具品牌营销的进步方向,进一步挖掘我国奢侈品市场的巨大潜力,培育更多知名的本土皮具奢侈品品牌。

扩大奢侈品消费税征收范围专税专用于补贴基本养老保险的可行性分析

随着国家的现代化、工业化的进程,少子老龄化的问题日益凸显。2022年已成为新中国历史上首个人口自然负增长年,人口自然增长率为-0.06%,与之相对应的是第七次人口普查结果显示:中国60岁及以上的人口占比超18%,老龄化程度进一步加深。在此背景下,将导致养老保险金的巨大缺口,为应对此危急,其他比中国早进入人口老龄化的国家做法有延迟退休年龄(法国、日本等国)、提高社保缴纳比例(比利时、奥地利等国)以及开征社保增值税(德国、丹麦等国)等方式。本文先通过介绍对我国基本养老保险财政缺口问题,在对比分析社保增值税不适用我国的基础上,进而提出社保消费税的方案建议,即对奢侈品消费税扩围并将此部分征收到的税款定向用于补贴基本养老保险。然后,进一步论述奢侈品消费税的理论依据、现状和征收建议。扩大奢侈品消费税征收范围符合中国国情,如果实施,将会对国家财政、社会和谐、消费税的改革贡献积极的力量。

基于消费行为的奢侈品课税分析

随着经济的高速发展并受文化因素的深刻影响,我国奢侈品消费增长迅速,并且高收入者占据奢侈品消费的主导地位。2006年我国对消费税进行了一次较大的调整,实质上就是将稀缺资源和部分奢侈品纳入征收范围。但现行奢侈品税征税范围过窄,税率过低和价内税征收方式都限制了其调节消费、促进收入公平分配的立法精神的实现。合理确定征税范围,构建消费税与增值税、营业税相配合,双层次调节的流转税模式;提高奢侈品税率,增加高收入者的消费成本;将征税方式由价内税改为价外税,理顺价税关系是解决这些问题的有效途径。

消费文化、价值体现与发展壁垒——青年奢侈品消费情况的调查

中国奢侈品消费者日益年轻化,奢侈品消费不仅是青年文化的表现,更是青年发展中困惑的表现。对上海青年的调查发现,青年对奢侈品的认识水平和关注度高,实际购买力较强,但是炫耀消费和从众消费特征明显,有些收入不高的青年崇尚和消费奢侈品以"提高"身份。青年奢侈品消费的合理有序对青年发展有重要的影响,应该优化青年价值体系建设,将消费同文化安全结合起来,使得青年消费者能够拥有正确的商品消费价值观和长期持久的品牌信任度。

奢侈品品牌文化研究

奢侈是社会和人类自身发展的一个阶段性缩影,而奢侈品的诞生和发展也具有极强的时代感、社会感和历史感,这都为奢侈品品牌文化的共有基因和个性基因的形成奠定了基础。文章从产品特征和营销两个方面阐述了奢侈品品牌文化的共性,同时开创性的以时间和创新两个维度将奢侈品品牌文化的个性分为四个维度。此外,针对奢侈品品牌文化下的营销策略特征,文章提出了奢侈品营销策略的"三角理论"分析方法,为研究和制定奢侈品在中国市场的营销策略提供了指导。

论奢侈消费对内需增长的影响

近年来,随着我国整体消费水平的提升,高端消费呈现日益奢侈化的趋势。目前,学术界对奢侈的定义尚不统一,对奢侈消费的看法也大相径庭。在现有的奢侈定义上提出对奢侈的重新定义,通过垄断模型和对垄断模型的改造,从奢侈品价格中分离出无效需求的部分,分析得出的结论是奢侈消费对内需增长产生较大的负面影响。抑制奢侈的蔓延主要有三个方面的措施。

中国消费者奢侈品消费动机的实证研究

亚洲特别是中国正成为世界奢侈品的主要市场,但是受文化的影响,东西方消费者的奢侈品消费动机是不同的。本文回顾了东西方奢侈品消费动机的研究,及其文化背景原因,特别关注了儒家文化对于东亚消费者的影响;对中国消费者的奢侈品消费动机进行了实证分析,对于奢侈品市场细分策略提出了建议。