ANALYSIS OF MARKETING STRATEGIES OF FOREIGN HIGH-END LUXURY BRANDS IN CHINA – A CASE STUDY OF CHANEL

ABSTRACT:With the development of China’s social economy and the continuous improvement of people’sliving standard, people to the requirement of quality of life and high-end luxury goods demand more and more isalso high, displacement and changes are happening in the present international luxury market, and foreign highend luxury brands also gradually found the huge potential of China’s luxury consumer market in the Chinesemarket in succession, Explore localized marketing strategies in China to occupy a place in the Chinese market.As one of the most popular international high-end luxury brands in the Chinese market, Chanel has achievedrelatively mature development in the Chinese market, but there are still some problems to be solved. In thispaper, namely, Chanel, for example, on the basis of the 4P marketing strategy research of Chanel marketingpresent situation in China, and starting from the internal and external environment of Chanel high-end luxurybrands in China marketing influence factors analysis, to find the problems existing in the marketing in China,and accordingly puts forward the corresponding solution countermeasures, In order to provide some referencevalue for Chanel and foreign high-end luxury brands in China’s long-term development.

KEYWORDS: luxury brands; Chanel; marketing strategy China