Title :
Study on Cross-cultural Marketing of Western Luxury Commodities in China
Author :
He Chang ; Yuan Rongchang ; Wang Zhifang
Author_Institution :
Dept. of Int. Econ. & Trade, China Agric. Univ., Beijing, China
Abstract :
How western luxury brands should adjust their marketing strategies to succeed in Chinese market and what the salespeople should do during marketing luxuries across cultures really become the big issues. Consequently, deep analysis of consumption psychology under a culture of the collectivism in Chinese market was launched. Simultaneously, qualitative analysis and a case study have been employed to confirm some marketing strategies western luxury companies should adopt cross-culturally.
Keywords :
marketing; psychology; China; Chinese market; consumption psychology; cross-cultural marketing; marketing luxuries; marketing strategies; qualitative analysis; salespeople; western luxury commodities; Distance measurement; Economics; Educational institutions; Pricing; Psychology; Public relations; Louis Vuitton; consumption; cross-cultural marketing; luxury commodities;
Conference_Titel :
Business Computing and Global Informatization (BCGIN), 2012 Second International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4673-4469-2
DOI :
10.1109/BCGIN.2012.113
