Analisi di marketing di marchi di lusso nel mercato cinese

China's rapid economic development has attracted the attention of the whole world, especially the large-scale rise of the middle class, which makes the purchasing power of Chinese consumers get a qualitative leap, which has an indispensable role in promoting the development of China's luxury market. Relevant industry insiders predict that China's luxury market will become the largest consumer market in the world. Foreign famous luxury companies value the huge potential of the Chinese market and rush to land one after another. The development history of luxury goods abroad is long, ranging from decades to hundreds of years, while the history of related brand research in China is short. Therefore, there is a big gap between China and foreign countries in terms of brand number, market awareness and consumer loyalty. Therefore, in the face of China's increasingly booming luxury market, local luxury brands not only have such thinking, that is, how to open up a local road in China's luxury market dominated by foreign brands. This paper is based on such a background for research, the article is divided into five parts. Through the overview of the background of luxury goods, this paper analyzes the current situation of luxury development at home and abroad and the main factors affecting the development of luxury goods. Combined with the market characteristics, consumption types and consumption psychology of domestic luxury goods, the paper summarizes the network integrated marketing theory, based on the theory of integrated marketing, target communication and brand positioning, and uses SWOT analysis This paper makes a deep analysis of Chinese local luxury brands, and points out the way out and Countermeasures for the development of China's luxury market, hoping to have a certain reference for the development of China's luxury industry. In view of the problems of high cost, inaccurate positioning and lack of interaction in the traditional marketing of luxury goods in China, this paper discusses the consumption status of luxury goods in the Chinese market and the summary of integrated marketing theory, and how to use a variety of effective network integrated marketing to integrate the positioning of consumers and brands based on the characteristics of luxury goods, so as to improve the development of luxury goods in China. The preliminary research on luxury goods shows that luxury goods, on the one hand, leads the fashion trend of consumption, on the other hand, it is a huge driving force for economic development. At the same time, it also has a positive significance in studying the trend of domestic consumption situation at this stage. It is hoped that this study can provide a new idea for all luxury marketing in China, analyze the application of integrated marketing in Chinese market, and finally help to achieve strategic goals. At the same time, the rapid development process of luxury market provides abundant market information for the research, so as to promote this topic in the direction of perfection and depth.