Multinational companies attracted to China's sheer number and potential soon realize that the wallet of Chinese consumers is much harder to reach than theythink, especially for luxury brands. A ground-breaking exploration of the Chinese elite's consumption of luxury products and their attitudes toward luxury goods, this powerful book for marketers, advertisers, and brand managers identifies the Chinese luxury product consumers and the characteristics of their luxury consumption, explains the implications for luxury firms and marketers, and, most importantly, defines strategies to succeed in the Chinese market. INDICE: Foreword Acknowledgments 5 Introduction: Understand Chinese Elite,Understand China's future 7 Chapter I: Luxury Consumption and China Elites 11- Luxury consumption and Chinese elite in ancient times 11 - Conspicuous consumption in Confucianism-influenced countries 18 - Demography of consumer generations and social classes 20 - Emerging upper-middle class and super rich: Chinese Elite 23 Chapter II: the Confused Concept of ‘Luxury’ in Today's China 32- The concept of luxury in occidental cultures 32 - Meaning of Luxury Products in Asian Countries 33 - The connotation of luxury??? sh? ch? ?in Chinese andits negative impacts on luxury consumption 37 - Concept of honour and disgrace 40 Chapter III: Consumer Value Systems of China in 21st century 44 - Some Important Theories Related to the Subject 44 - Melt-pot value system in the transitional China 49 - The persistence of traditional values let us recall the ancient age lifestyle 59 - New dominant ideological values encourage people to enrich themselves 68 - Occidental values influence people to express their personal tastes 76 Chapter IV: A Typology of Chinese Luxury Consumers 81 - Methodologies 82 - Chinese Elite's Luxury Goods Consumptions 88 - Psychographic traits, Consumer process and the Meaning of luxury products 100 - Four segments of Chinese Luxury Consumers 105 Chapter V: Their Habits, Lifestyles and Geographic Locations 121 - Their different consumption of luxury brands 121 - Geographic locations: Beijing/Shanghai/Guangzhou/Chengdu 132 - Beijing and the North ofChina: 136 - Shanghai and the East of China 144 - Guangzhou and the South of China 154 - Chengdu and the Middle West of China 159 - Attitudes towards counterfeiting luxury products 162 Chapter VI: Chinese Luxury Brands Opportunities 174 - 3 Strategies to develop a Chinese luxury brand 174 - The Ambivalence of Chinese Elite towards Occidental Luxury 199 Conclusion: How to succeed in Chinese Luxury Market 211
- ISBN: 978-0-470-82267-8
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 320
- Fecha Publicación: 28/06/2008
- Nº Volúmenes: 1
- Idioma: Inglés