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[Abstract] China is one of the most potential markets of global luxury goods. With the rapid growth of the economy, how to make luxury brands establish images in the minds of consumers and build loyalty in the minds of consumers. Intersection This article starts with the analysis of the characteristics of luxury brand, and has focused on consumer -based luxury marketing methods and points in the process.

[Keywords] Luxury brand consumer marketing

The rapid growth of China's economy, plus the increase in the number of luxury consumers, greatly promoting the Chinese luxury market develop. China, which has a huge potential growth space, has become a place of attention of international big names. The era of luxury consumption has arrived. Grasp consumers' consumption psychology and behavior, and correctly applying sales methods has become a problem worth thinking about.

. The brand characteristics of luxury goods

I luxury brands refer to such a type of brand. The other brands of the product, which brings the intangible effectiveness of consumers is much higher than the actual efficacy of its product itself, the effectiveness of consumers, and is a top brand recognized by all levels of society. In terms of basic functional needs related to the type of commodity, the functionality of luxury goods may not be high enough to generate a significant difference in perception of consumers, but his intangible performance performance is visible at a glance. From a marketing perspective, luxury goods refer to products with a high ratio of "invisible value/tangible value".
dubois et al. (2001) found the following 6 features in the eyes of consumers:
1. Excellent Quality
For the harsh requirements of quality, the classic design concept, the ingenuity of the design master, and the sophisticated materials make the luxury goods exquisite and beautiful.
2. Very high price
The price of the best does not make consumers discourage it, but it is complementary to its best image, making consumers feel that only this brand is unsuccessful. Supreme in the crowdshile. The price in consumers has become a trigger feature of quality, and a fixed thinking mode of "expensive = high quality" has been formed.
3. Scaricity and uniqueness
From the perspective of social psychology, the effect of product scarcity information on consumers is mainly derived from two aspects: one is people's subconscious subconscious There is a understanding of "rare and expensive". Consumers often take the opportunity and possibility of buying a certain product as a standard for evaluating the product (Lynn 1992), which is a "competition for rare resources"; Second, according to the "Psychological Resistance theory" of Brehm (L981), the gradual scarcity of a certain product will bring restrictions on consumers' current freedom of purchase. In order to resist the threat of the loss of freedom of purchase, consumers will maintain the "vested vested vested "Interests", produce a stronger purchase impulse than before. Luxury goods continue to establish a "unique" image and create their highest state. It is precisely because of the uniqueness of luxury goods that it has created reasons for people's purchase, and it is because of the uniqueness of luxury goods rather than popularization that it shows its nobleness and can give people a unique experience.
4. AND POLY
M luxury brand products generally have high aesthetic art, which is even a fine art. This carefully created product has a strong attraction and infectious power. With its unique visual image, it overcome the obstacles of language and text, and it is fashionable in the market. Aesthetic enjoyment, such products will inevitably stimulate consumers' sensory impression in the minds of consumers, and stimulate their strong desire to buy. This is the charm of luxury brands.
5. Ancestral Heritage and Personal History
The unique history can be extracted from luxury goods. For example, the origin of the brand and the aristocratic royal descent, such as the unique historical culture and legend of the brand, these are the reasons that can make luxury brands worth it.
6. Non -necessary (required)
The actual or practical functions that luxury goods can meet the actual or practical functions that luxury goods can be satisfied. In fact, other cheaper products or Services are replaced, not necessary.

. Marketing based on consumers

It to make consumers never understand the brand's luxury goods, and eventually have a certain degree of loyalty, which is based on consumption -based Persons, not product marketing.
(1) Never understand
As the luxury consumer market continues to expand, three types of luxury consumer groups have been formed: "Wealth and New Pets", "New Pets" and "Shangku New Trouins". "Fortune" is the main consumer group of the luxury market in China. Such customers are mainly merchants. They are generally over 35 years old. They generally choose the most well -known mainstream luxury brand. "Fashion New Pet" is an increasingly expanding consumer group. Such customers are mainly white -collar workers. They are between 20 and 30. They pay more attention to the style, style and taste of luxury brands. "Shangku New Trouins" is a vital army in the future luxury market. Such customers are only children around 20 years old. They choose different luxury brands to show their unique personality.
The consumer groups for these luxury goods should be paid attention to two aspects of publicity:
. advertise. Yi Weilong CEO Dalong: "When you run a luxury brand, the correct 'person and' correct 'media are more important than' 'and many' media." The requirement is to choose different media for the targets. Luxury brand propaganda should pay attention to choosing some specialized media, such as some magazines. Its circulation is not high, but there are many high -end consumer groups in contact. The consumers are all high -level wealthy groups. Similar to golf conferences, high -end car members' conferences are better advertising media for luxury brands. Luxury goods generally do not often choose mass media. If luxury goods often advertise on TV, especially inserting advertisements between some serious programs will reduce the brand image of the brand. According to the research of social psychology, people often imitate those who are similar to themselves, not those who are different from themselves. Based on this, the characters in the advertisements of luxury goods should make different choices for the three types of luxury consumer groups.
. Public relations. The difference between public relations and advertising is reflected in the luxury industry, which is indirect and one is directly. Public relations display the characteristics of products through media and activities, and are an important part of brand and marketing. Public relations can give consumers more intimate feelings. Among them, event marketing is one of the ways to increase brand popularity. Event marketing is to use social hotspots to carry out public relations activities. Compared with advertising, event marketing has the characteristics of low cost, high credibility, and wide spread. For enterprises, pay attention to three opportunities in event marketing: opportunities for the background of the times, opportunities for media hotspots, and the brand's own opportunities.
(2) The enhancement of "understanding"
1. Scenario marketing
Mudging the value of luxury goods cannot be measured with the standards of ordinary goods, and their consumers also hope to enjoy the symbolic value of luxury goods through consumption, experience the long -awaited long -awaited long -awaited Exquisite life. The particularity of customers' consumption psychology determines the different marketing methods of luxury goods.
Scenic marketing () In the process of sales, the use of vivid image language to depict a beautiful image brought by the product after using the product, arouse customers' longing for this picture, and effectively stimulate the customer's desire to buy desires to buy the desire. means.
In the consumption of luxury goods, the core value of people's pursuit no longer focuses on the functional benefits of the product itself. They value the "symbol symbolization value" that depends on the value of the product. That is the symbolic interests of items. Consumers purchase luxury goods such as jewelry to achieve self -worth, show their unique lifestyle, and show their ability, status, taste, and so on. This kind of consumption process is not only a kind of enjoyment function, but also to build a direct connection with the external object world to achieve the pursuit and experience of wonderful life and exquisite life. Consumers have laid the foundation for the success of the symbolic interests of luxury goods. At the shopping guide site, the depiction of the emotional colors of the marketers can combine customers with their own experience. Meet their expectations and make consumers emotional. The purchase behavior of customers is mainly caused by emotional power. If the scene painted by the terminal sales personnel is exactly the original idea of ​​the buyer, this kind of emotional color is the easiest to persuade the customer. Consumers' crazy preferences for the brand are related. The scene created can strengthen the beautiful image of luxury brands.
Scenic marketing must first involve different scenarios. Understand the reasons why customers buy products and analyze what various products mean to main consumers. From these starting points, the scene depicts the scene according to the actual needs of the customer. In terms of scenario marketing, we must not only master the expression of language, but also need to organically linked the luxury goods sold and the needs of customers, and imagine a interesting, specific, impressive picture. Then draw this picture with a lustful depiction to customers. Of course, to a certain extent, consumers should not be allowed to get things sold to him particularly, first let him feel such a thing. In short, sales staff must first do a good job of consumer consumer motivation and cause analysis, and then grasp the four main timing of customers' entry, introducing products, in -depth communication, and departure of customers to maximize the effects of contextual marketing.

. Terminal visual performance
The noble sense of noble items allows luxury goods to spread in the brand. It is not suitable to use bombardment advertising strategies and a variety of store promotions as the best tool for consumers, and to terminal vision The emphasis on conversation and the grasp of details have become important or main means to realize their brand connotation and realize communication with customers and drive sales.
The visual communication of luxury terminals is realized through the internal and external decoration, product display, product packaging, shop staff dressing, window and other carriers. In order to create a sense of honor of the brand, luxury brands not only pay attention to the internal decoration of the store but also the pursuit of the architectural art of the outside of the store, in order to create a unique shopping space of the hand of its own brand. From the design of the window to the product display, to the product packaging and even the terminal sales staff, luxury brands use terminal construction as a key part of the brand. Successful terminal images can present a theme visual impact, allowing customers to identify and understand the brand concept from it in a short period of time.
(3) Establishing a luxury brand loyalty after strengthening
The reputation of word -of -mouth dissemination of luxury brand image is one of the key methods. To make better reputation, it is necessary to make consumers better understand the value of corporate cultural products. Even if the value of the final product is similar, it also allows consumers to understand the production processes, production processes and production materials of luxury brands more deeply, and let them use them as a reason for them to buy this brand. And consumers not only love and buy the design of luxury brands themselves, they are actually the time and inspiration of designers who buy luxury brands. Let the designer go to the front desk and let consumers understand the design concept and design style of the designer, which is a way to make consumers better understand the value of corporate cultural product. Consumers' pursuit of a brand is equivalent to their love and loyalty to a brand designer. And designers of origin, product itself, and products are best to communicate with consumers through the form of stories, so that it is easier to mobilize consumers' interests to be easy to remember and understand. Luxury brands need to tell the story of luxury brands themselves. In this way, the "material" foundation of word -of -mouth transmission after a certain degree of loyalty has matured. When customers recommend brands to others, they can truly understand the meaning and content of the brand, which can be more effective to excite others. In this way, more and more people enter the stage from the stage of understanding, to the stage of strengthening, and enter a virtuous circle from then on.

. Summary

The basic goal of marketing is to achieve changes in the two -way behavior of marketers and consumers. Driven by luxury consumers, driven by different purchases of psychology, actively search for product information, marketers should use information that is closely related to consumer psychology and adopt compatible methods to stimulate consumers, thereby achieving stimulating consumers who never understand that they never understand it Understand, to establish loyalty. With the advent of my country's luxury goods consumption, grasping consumers 'psychology and behavior, properly applying sales methods, and implementing effective marketing activities for target customers' consumption behavior and consumption habits. The key to building brand loyalty in the mind.

The reference
[1] (US) Robert Edinini; Chen Xu translated, influence influence: the of [m]. Beijing: Renmin University of China Press, 2006.
[2] Li Changjiang, Wang Yanxia, ​​analyzing the marketing strategy of luxury goods. Business era, 2006/26.

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