Yawen Yu

Yawen Yu

31 Oct. 2022

Luxury goods, Marketing strategy, 4R theory, Luxury goods markets.

In the past 10 years, with the rapid economic development and people's continuous pursuit of a better life, China's luxury goods market has developed rapidly, and China has become the world's largest consumer of luxury goods. In the face of the coronavirus pandemic, most of Chinese chooses to shop in China. The consumption demand of domestic luxury goods is increasing day by day, and the competition in the luxury goods industry is also quite fierce. Facing the current market environment, the marketing and management of luxury goods are very important. Based on the 4R theory, this paper analyzes and summarizes the selection of luxury marketing theories and the application and implementation of marketing strategies. Based on this, it forms a reference for the marketing strategy layout of other luxury goods.

© 2022, the Authors. Published by ISCCAC

This is an open access article distributed under the CC BY-NC license