The future of the Chinese luxury market is undoubtedly promising, however it is important to realize that the current market is in fact smaller than imagined and the size still remains limited, with only 3% of the global sales took place domestically in China while more than half of the total sales happened abroad (Movius, 2005). Luxury brands that have placed their focus highly on emerging market due to the continued growth of the luxury industry should be aware of the fact and hence develop responsive marketing strategy instead of transferring the same traditional strategy from the western world (ChinaDaily, 2011). As the market is far from mature (Anestis et ...
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...e hand, this could preserve the brand identity and maintain similar quality of service; however, they have ignored one important need of their customers, which is customization (Okonkwo, 2007).
Although several studies have looked at how cultures affect consumer behaviour in China, none have adequately compared it with other countries Invalid source specified., moreover, most have looked at the issue from the customer’s perspective by analyzing the motivation behind enormous consumption (Wong & Ahuvia, 1998)Invalid source specified. (Gao, Norton, Zhang, & To, 2009). Only few have evaluated established marketing strategies with cultural analysis, those who have done so only focused on segmentation and positioningInvalid source specified.. In this essay, luxury brands’ perspective will be used to analyze how culture influence on existing marketing mix employed.
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