该研究的重点是国际营销，因为它探索的过程和几个因素，将影响行业在未来的发展阶段。研究还将讨论有助于改善这些本土企业地位的建议，从而使它们在这样一个蓬勃发展的行业中有更好的前景(Guo 2015)。奢侈品在中国市场首次亮相时，人们购买的主要是珠宝、手表等奢侈品。消费者对手袋的喜爱甚至更加吸引人。细分的顾客具有特定的特点，只关注尽可能获得奢侈品。随着中国消费者心理的成熟和消费者意识的即兴发挥，奢侈品在全国范围内的消费已呈现出差异化的迹象。一些消费者，特别是那些拥有更多个人财富的人，对奢侈品的消费采取理性和成熟的态度。在选择奢侈品市场的产品时，他们更注重品牌的文化背景、设计以及相关因素(Flick 2015)。此外，更有趣的是，中国奢侈品市场的快速扩张极大地刺激了奢侈品公司扩大市场的欲望。国际公司和国内公司都是国际营销的组成部分，因此探索这些公司在中国奢侈品市场的竞争定位是显而易见的。为了研究这一研究问题，本研究提出了多种研究方法和方法。
据老公零售咨询统计，到2020年底，中国奢侈品市场将通过加速因素得到适当的驱动(Charnes et al . 2013)。这将导致更多的奢侈品牌在中国进行本土化。大约在10年前，这些组织沉迷于将应该采用的营销策略理想化。这个过程进行了3个一般步骤。第一步是在中心城市开设旗舰店，测试产品在市场上的反应。下一步是为潜在的目标客户群体制定基于目标的广告(Chen et al . 2016)。下一步，也是最后一个阶段，是制定基于战略的营销布局，并在更大的范围内推广他们的产品。然而，许多奢侈品制造商尚未开始调整其在中国市场的战略。这三种方法被他们同时采用，从而随着业务的扩张，进入中国市场的步伐加快(Gelman等，2014)。我考虑的另一个关键因素是，2009年中国人均GDP只有3000美元，世界排名只有106位。然而，在一个人均GDP排名世界第100位的国家，奢侈品消费排名世界第一是一个明显的对比(Corbin et al . 2014)。这显然引起了我作为一个奢侈品市场研究者的关注。
The research focuses on international marketing in the sense that it explores the process and several factors that will impact the industry in its future development stages. The research also will discuss the recommendations that can help in improving the status of these local firms so as to allow them a better prospect in such a booming industry (Guo 2015). When luxury market products made their debut in the market of China, what mostly people bought was luxury items such as jewelleries and watches. The fondness for bags has been even more intriguing among customers. The segmented customers have a specific characteristic and only focus on obtaining the luxury product as they can. With the Chinese people maturing in terms of psychology of customers and customer awareness improvisation, the luxury products consumption within the nation has depicts signs to differentiate. Some of the consumers particularly the ones possessing more individual wealth are the ones taking up rational attitude and a mature one towards consumption of luxury items. When selecting the products from luxury market, they focus more over the culture background of the brand, its designing and related factors (Flick 2015). Furthermore, what is more interesting is the fact that China’s luxury market rapid expansion has stimulated in a great manner, the desire of luxury companies to broaden markets. International firms and domestic firms are components within international marketing and therefore the relation is evident to explore the competitive positioning of these firms within the Chinese luxury market. In order to investigate over this research question, various research approaches and methodology will be used which this proposal presents.
What is your intended topic of research and why have you chosen it?
The topic of research selected is “Research and Development of Chinese Luxury market”. The key reason to select the topic is the perspective that Chinese luxury goods industry is has increased with diversified opportunities in the domain. The market capacity is extensive. The Chinese customers have enhanced their spending target and in turn their awareness has led towards increasing luxury goods demand (Fabinyi 2016). There is furthermore no doubt that the nation of China will continue becoming a large power for consuming luxury goods. Such immanent characteristics within the industry have intrigued me as a researcher to acknowledge why such growth has been brought forward and what are the factors secretly driving the industry growth. Moreover the luxury market has been a recent development indicating that it is a relatively new sector.
As per Husband Retail Consulting statistics, by the end of the year 2020, the luxury market of China will be properly driven through accelerating factors (Charnes et al 2013). This will lead to more luxury brands localization within China. Approximately, a decade back, these organizations indulged in idealizing marketing strategies that should be adopted. The process conducted of 3 general steps. The first step is opening flagship based stores in a central city for testing the reflection in the market for the products. The next stage was to formulate target based advertisement for the potential group of targeted customer (Chen et al 2016). The further and the last stage were to make strategy based layout for marketing and promote their product over a larger scale. However, many manufacturers of luxury goods have not started adjusting their strategy within the market of China. The three approaches were adopted by them at the same time so that the pace to enter the market of China is speeded up along with business expansion (Gelman et al 2014). Another crucial factor that I have considered is the perspective that in the year 2009, the GDP per capita of China was only 3000 dollars and was ranked only 106th across the world. In a nation, however where per capital GDP ranked external in the world as 100th, the luxury goods rank consumption as the leading in the world is an obvious contrast (Corbin et al 2014). This has clearly attracted my concern as a researcher from the perspective of this luxury goods market.