| 摘要 | 第1-7页 |
| Abstract | 第7-9页 |
| 1 Contents | 第9-11页 |
| 2 Table of Illustrations | 第11-12页 |
| 3 Introduction | 第12-14页 |
| 4 The modern state of the luxury industry | 第14-29页 |
| ·The present perception of luxury | 第14-15页 |
| ·Conspicuous consumption fades away | 第15-16页 |
| ·Indiscreet consumption | 第16页 |
| ·A reason to buy | 第16页 |
| ·The enchanting upsurge of emerging markets | 第16-17页 |
| ·First destructive effect | 第17页 |
| ·Second destructive effect | 第17页 |
| ·Luxury against ordinary | 第17-18页 |
| ·New media shapes new luxury | 第18页 |
| ·Ongoing alterations in consumer behaviour | 第18-21页 |
| ·A swift overview of the consumer clustering | 第21页 |
| ·Strategies for competing in the new environment for luxury | 第21-22页 |
| ·Market infrastructure | 第22页 |
| ·Proximity to consumers | 第22页 |
| ·Older groups of consumers | 第22-23页 |
| ·Female customers | 第23-24页 |
| ·Leisure class | 第23页 |
| ·Eternal beauties | 第23页 |
| ·Kids on board | 第23页 |
| ·Nesters | 第23-24页 |
| ·The remaining importance of traditional luxury centers | 第24页 |
| ·Types of luxury | 第24-25页 |
| ·The need of conveying the value | 第24-25页 |
| ·A growing demand for experience | 第25页 |
| ·Marketing issues | 第25-27页 |
| ·Deploying new media channels | 第26页 |
| ·Brand establishment becomes the central issue | 第26页 |
| ·Experience at the points of sale | 第26-27页 |
| ·The always-present question of brand differentiation | 第27页 |
| ·Corporate identity | 第27-28页 |
| ·Two complementary parts | 第27-28页 |
| ·Conclusion | 第28-29页 |
| 5 Overall picture of the Chinese luxury market | 第29-44页 |
| ·Vast opportunities in the Chinese luxury market | 第29-33页 |
| ·Hurdles for entering into new markets | 第33-35页 |
| ·Lack of familiarity | 第33-35页 |
| ·Market infrastructure | 第35-37页 |
| ·Possible strategies in the luxury market | 第37-41页 |
| ·Chinese travellers | 第37-38页 |
| ·A need for strategically precise brand positioning and presence | 第38-40页 |
| ·Point of sale dominance | 第40-41页 |
| ·Three goals | 第41-44页 |
| ·The importance of loyal customers | 第41-43页 |
| ·Sales force effectiveness | 第43页 |
| ·The importance of capturing impulse buyers | 第43-44页 |
| 6 Conclusion | 第44-45页 |
| ·The six strands | 第44-45页 |
| 7 Bibliography | 第45-47页 |
