A ground-breaking exploration of the Chinese elite’s consumption of luxury products and their attitudes toward luxury goods. Elite China identifies the Chinese luxury product consumers and the characteristics of their luxury consumption, explains the implications for luxury firms and marketers and most importantly, spells out strategies for international luxury brands and Chinese luxury brands to succeed in Chinese market.
Table des matières
Acknowledgments ix
Foreword xi
Introduction: Understand China’s Elite, Understand China’s
Future xiii
Chapter 1: Luxury Consumption and China’s Elite 1
Chapter 2: The Confused Concept of ‘Luxury’ 19
Chapter 3: Consumer Value Systems in 21st-Century China 31
Chapter 4: A Typology of Chinese Luxury Consumers 69
Chapter 5: Habits, Lifestyles, Locations 99
Chapter 6: Opportunities for Chinese Luxury Brands 141
Conclusion 179
Appendix 195
Index 203
A propos de l’auteur
Pierre Xiao Lu is an Assistant Professor of Marketing at
Fudan University’s School of Management in Shanghai and the LVMH
Chair Visiting Professor of Marketing at ESSEC Paris-Singapore. He
also consults for many multinational luxury firms, such as Lacoste
S.A., LVMH and PPR-Gucci.
Professor Lu specializes in luxury consumer behavior in China and
luxury brand management in Asia. After working for several years at
ESSEC’s luxury industry research center, he received his Ph.D. from
ESSEC Business School Paris. He has published a number of articles
on the luxury industry and Chinese luxury consumers in professional
and academic journals, such as AMA, AFM, Comite Colbert, Harvard
Business Review China and Financial Times China.
The book Luxury Brand Management: A World of Privilege (John
Wiley & Sons (Asia) Pte Ltd., 2008) was translated by Professor
Lu into Chinese (Shanghai People’s Publishing house).
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