Author(s)

Zixin Liu ¹

Affiliation(s)

¹ Beijing Haidian International School, Beijing 100124, China

Corresponding Author

Zixin Liu

ABSTRACT

Under the background of the global financial crisis, which led to the continued decline of luxury goods sales market in Europe and America, China's luxury goods consumption market grew rapidly, showing a strong consumption momentum. Luxury marketing has increasingly become the focus and focus of scholars in various countries, and China, as an emerging economy in the world market, occupies an irreplaceable position in the world luxury market. Therefore, it is necessary to deeply understand and carefully study the Chinese luxury consumption market and its consumption characteristics. Furthermore, it is the cornerstone for major luxury brands to carry out luxury marketing business in the Chinese market to study the characteristics of Chinese luxury market, as well as the purchase characteristics and behavior characteristics of consumers. Through the fundamental characteristics of luxury goods groups, the consumption characteristics and stages of Chinese luxury goods market and the consumption psychology of Chinese consumers, it is proposed that hunger marketing can match the characteristics of luxury goods, and it is a marketing strategy suitable for China's current consumption stage of luxury goods and consumption psychology of luxury goods consumers, and some targeted methods and strategies of hunger marketing are put forward.

KEYWORDS

Luxury group, Global market, Hunger marketing strategy

CITE THIS PAPER

Zixin Liu, On the Influence of Hunger Marketing Strategy of Luxury Group in Global Market on Company Development. Financial Engineering and Risk Management (2022) Vol. 5: 100-104. DOI: http://dx.doi.org/10.23977/ferm.2022.050216.

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