中国新奢侈品营销策略研究

目前，中国正成为世界上重要而且快速增长的新奢侈品消费市场。新奢侈品消费已经显示出消费群体以中产阶层为主、消费形式网络化、情感体验型消费、消费由一线城市向二三线城市扩张等特征。基于新奢侈品利用新的消费者心理，将高质量商品消费大众化，将消费的物品提升为一种新的体验和享乐的趋势，中国应根据自身独特环境来选择适合的营销策略，采取突出品牌个性，加快整合多种传播渠道，实施差异化品牌传播与体验式营销，发展品牌战略联盟等措施。优化产品营销规划，正确引导消费者进行理性选择，推动消费升级。并在全球市场竞争中立于不败之地。

Marketing Strategies on New Luxury Goods in China

Now China has become an important and rapid developed consumer market on new luxury in the wold. The main characteristics on new luxury consumption are that the consumer group are dominated by middle class, the consumer pattern is network and emotional experience, and the consumer range from the first-tier cities to the second and third tier cities. According to the new luxury employing new con- sumers＇ psychology, we develop the new tendency to popularize consumption on high-quality goods and to enhance consumption goods into a new experience and pleasure. China should choose proper marketing strategies based on its own environment： strengthening the features of brands, quickening integration of multiple communication channels, taking differentiate branding communication and experiencing marketing, and developing alliances of brand strategies. In the end, China will reach the aim of optimizing the plan of product marketing, leading consumers＇ reasonable selection, promoting upgrading of consumption, and remaining invincible in competition of global market.