摘要:随着开放性政策的实施以及经济的腾飞，中国奢侈品行业已经进入了快速发展的阶段，中国已经成为世界奢侈品企业最关注的市场。中国经济增长带动了高资产人群的不断扩大，他们拥有的资产价值还在不断增加，这意味着中国奢侈品市场的潜在消费群体正在扩大，而且他们的消费能力还在不断提升。尽管奢侈品似乎被大众认为是只有少部分人才能拥有的产品，但是我国目前的经济发展状况和消费者购买水平已经为奢侈品行业的发展提供了基础保证。论文首先阐述了中国奢侈品行业背景和研究意义，然后利用SWOT分析法分析了奢侈品在进入中国市场过程中的优势、劣势、机会、威胁，并从其产品策略、价格策略、渠道策略和促销策略四个方面对奢侈品采取的营销策略做了进一步的分析。最后对奢侈品在未来的发展中提出完善建议：结合中国文化，实现产品个性化；增加品牌软实力；实施差异化战略，营造距离感；建立和完善销售渠道；加强宣传推广。
关键词：奢侈品；SWOT分析；营销策略
Abstract:With the implementation of the policy of opening and the rapid development of economy, the Chinese luxury industry has entered the stage of rapid development, China has become the world's most concerned luxury sector market. China's economic growth has driven the expansion of the high assets crowd, and the value of the assets they owned is still growing. This means that the potential consumer group of Chinese luxury market is expanding and their spending power also is rising. Although the public deem that only a few people can have luxury products, China's economic development and consumers buy level at present has provided the foundation guarantee for the development of the luxury industry. In this thesis, firstly, it expounds the background and significance of Chinese luxury industry, and then use the SWOT analysis to analyze the luxury products in entering the Chinese market in the process of the strengths, weaknesses, opportunities, threats, then in turn for the sake of further analysis of luxury goods, it analyze marketing strategies in the following four aspects: product strategy, price strategy, channel strategy and marketing strategy. Finally, it put forward improving suggestions for the luxury in the future development : combine with Chinese culture, make product individualization; increasing brand soft power; implement differentiation strategy, create distance; establish and perfect sales channel; strengthen the propaganda promotion.
Key Word: luxury products; SWTO analysis; marketing strategy
