A preliminary research of Chinese luxury market. A master thesis on research and analysis of Chinese luxury market, with a special focus on the consumer perspective and marketing strategy

Abstract

This study conducts a preliminary research of current Chinese luxury market. A combination of PEST and Porter´s Five Forces model was employed to examine the Macro- and Micro-environment of the Chinese luxury market. The common features of the Chinese luxury consumers have been addressed as an important result of the market analysis. Through random questionnaire the features have been supported. Furthermore, based on the current situation, key points of marketing strategies are suggested for both the foreign and local brands to achieve a stronger position in this growing market.