| ABSTRACT | 第1-8页 |
| 摘要 | 第8-14页 |
| Chapter Ⅰ Introduction | 第14-27页 |
| ·Overview | 第14-16页 |
| ·Introduction of Luxury Goods and Features | 第16-20页 |
| ·Introduction of Luxury Multinational Corporation | 第20-23页 |
| ·Introduction of Luxury Goods Brand and Features | 第23-27页 |
| Chapter Ⅱ Analysis of Market Scale and Consumer Groups | 第27-37页 |
| ·Current Status and Trend of Chinese Luxury Consumer Market | 第27-32页 |
| ·Overview of Chinese Luxury Consumer Market | 第27-30页 |
| ·Trend of Chinese Luxury Market | 第30-32页 |
| ·Luxury Consumer Groups and Features | 第32-34页 |
| ·Nouveau Riche | 第32-33页 |
| ·Nouveau Chic | 第33-34页 |
| ·Nouveau Cool | 第34页 |
| ·Comparison of Chinese and Foreign Luxury Goods Consumption | 第34-37页 |
| Chapter Ⅲ Marketing Strategies of Luxury Multinational Corporation | 第37-59页 |
| ·Product Strategies of Luxury Goods Marketing | 第37-44页 |
| ·Product Quality | 第37-41页 |
| ·Brand Management | 第41-43页 |
| ·Service Management | 第43-44页 |
| ·Price Strategies of Luxury Goods Marketing | 第44-48页 |
| ·Pricing Method of Luxury Goods | 第44-46页 |
| ·"Price Promotion" of Luxury Goods | 第46-48页 |
| ·Place Strategies of Luxury Goods Marketing | 第48-51页 |
| ·Flagship Store | 第48-49页 |
| ·Exclusive Agency | 第49-50页 |
| ·The Counters in Shopping Malls and Starred Hotels | 第50页 |
| ·Exhibition of Luxury Goods | 第50-51页 |
| ·Promotion Strategies of Luxury Goods Marketing | 第51-55页 |
| ·Hold Extensive Public Relations Activities | 第51-52页 |
| ·Advertising in a Limited Range | 第52-53页 |
| ·The Combination of Public Relations Activities and Advertising | 第53-54页 |
| ·Select Joint Promotion Strategy | 第54-55页 |
| ·Taking Advantage of Word of Mouth | 第55页 |
| ·The Innovative Strategy of Luxury Goods Marketing | 第55-59页 |
| Chapter Ⅳ Implications for China's Native Luxury Goods Enterprises | 第59-63页 |
| ·Target Market | 第59-60页 |
| ·Product Development | 第60-61页 |
| ·Price | 第61页 |
| ·Sales Channels | 第61页 |
| ·Sales Promotion | 第61-63页 |
| Chapter Ⅴ The Internationalization of China's Native Luxury GoodsBrands | 第63-73页 |
| ·The Principal Problems on Developing China's Native Luxury Goods Brands | 第63-66页 |
| ·Brand Consciousness | 第63-64页 |
| ·Growth Environment | 第64-65页 |
| ·Culture and Talents | 第65页 |
| ·Economy and Consumer Groups | 第65-66页 |
| ·The International Entry Mode of China's Native Luxury Goods Brands | 第66-70页 |
| ·Original Equipment Manufacture | 第66-67页 |
| ·Merger and Acquisition | 第67-69页 |
| ·Subsidiary | 第69-70页 |
| ·Suggestions for the International Development of China's Native Luxury Goods Brand | 第70-73页 |
| ·Train Professional Managers of Luxury Goods | 第70-71页 |
| ·Seek Government Approval and Protection | 第71-73页 |
| REFERENCES | 第73-75页 |
| ACKNOWLEDGEMENTS | 第75-76页 |
