RESEARCHER ON THE MARKETING STRATEGY OF LUXURY
ABSTRACT: Extravagance is knowledge．The marketing of the luxury goods is different from the common goods．In the mature markets of the Europe and the American a period of the blooming turned to the ice time．But the marketing of the luxury goods have developed into a series of well—organized theory and methodology．This thesis begins with the introduction of the luxury goods and the analysis of the global luxury goods market．The second and the third parts are the research and discussion of the marketing strategy for the mature markets of luxury goods．The fourth part is analysis of the luxury goods market in the Chinese Mainland．Based on the advanced marketing theory and methodology concluded from the mature markets and the consumer’s construction of the Chinese Mainland，I give the suggestion of the brand strategy，the communication strategy，the prizing strategy and the channel strategy to luxury marketers operating in the Chinese Mainland market and those who want to enter into the Chinese Mainland market．
Key words: luxury goods； marketing strategy；brand strategy；communication strategy；prizing strategy；channal strategy
