中国の高級品市場：チャンスと潜在力 Luxury China : Market Opportunities and Potential

Chevalier, Michel/ Lu, Pierre/ Toledano, Sidney (FRW)

John Wiley & Sons Inc（2009/11発売）

• 製本 Hardcover:ハードカバー版／ページ数 251 p.
• 言語 ENG
• 商品コード 9780470823415
• DDC分類 330

Full Description

A guide to reaching and profiting from China's expanding luxury consumer class China's growing consumer base and expanding economy means more disposable income for more Chinese citizens. The Chinese market for luxury goods is expected to expand from $2 billion this year to nearly $12 billion by 2015. Today's biggest global luxury goods retailers expect China to make up a large and ever growing portion of their customers, and those businesses are responding with new stores and investments in China. Luxury China gives readers-particularly professionals in advertising, marketing, and the luxury brands industry-a deep look into the future of the Chinese luxury goods market and shows them how to tap into China's tremendous market potential.

Contents

Foreword ix Introduction xi Chapter 1Size 1 Case study: Alfred Dunhill 19 Chapter 2: The Chinese Luxury Client 29 Case study: Shanghai Tang 45 Chapter 3: Chinese Consumer Attitudes Toward Luxury 53 Case study: Rolex in China 77 Chapter 4: How to Distribute in China 85 Case study: Shiatzy Chen 99 Chapter 5: Retailing and Licensing in China 105 Case study: Louis Vuitton in China 125 Chapter 6: Communication and Advertising 137 Case study: The War of the Spirits 165 Chapter 7: Brand Protection and Counterfeit Activities 175 Case study: Liuli Gongfang: Breaking into Luxury by way of Glass 189 Appendices 195 Bibliography 241 Index 245