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Research on Strategy Innovations of Luxury Marketing Based on Consumer Behaviors

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DOI: 10.25236/ecomhs.2019.061

Author(s)

Yixuan Guo

Corresponding Author

Yixuan Guo

Abstract

With the development of society and the improvement of economic level, China's luxury market has developed rapidly in recent years. Many luxury brands have begun to focus on the Chinese market, and how to do a good job in luxury marketing management has become an important issue for many luxury enterprises. Luxury marketing strategies are closely related to consumer behaviors. Luxury consumption behaviors mainly include information search behavior, purchase decision-making behavior and commodity evaluation behavior. Based on the analysis of the above behaviors, this paper presents the innovations of luxury marketing strategy to provide some references for the relevant researchers.

Keywords

Luxury marketing, Marketing strategy, Consumer behaviors