oppotunities for luxury brand in china英

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1、5oinsfitutoQolirvcnicadfileiria55JOJaraaBUIJCJamOpportunityforluxurybrandsinChinaRonaldDegen2009ihWorkingpapern°31/2009CblotDad^anrageInternationalSchoolofManagementParis5globADVANTAGECenterofResearchinInternationalBusiness&StrategyINDEA-Campus5RuadasOlhalvasInstitutoPolitec

2、nicodeLeiria2414-016LeiriaPORTUGALTel.(+351)244845051Fax.(+351)244845059E-mail:globadvantage@ipleiria.ptWebpage:www.globadvantage.ipleiria.ptWORKINGPAPERN°31/2009June2009ComoapoiodaUNISULBusinessSchool5555OpportunityforluxurybrandsinChinaRonaldJeanDegenPh.D.CandidateattheInte

3、rnationalSchoolofManagementParisViceChairmanofMasisaChileAddress:E-mail:degen@lomasnegras.comPhone:+554199189000CabanhaOrganicaLomasNegrasLtda.CaixaPostal95CampoAlegre,SC89294-000BrasilRonaldJeanDegenisinthePh.D.ProgramoftheInternationalSchoolofManagementinParis,andtheViceCha

4、irmanofMasisainChile..HewasaProfessorattheGetulioVargasGraduateBusinessSchoolofSaoPaulowherehepioneeredtheintroductionofteachingentrepreneurshipin1980andwrotethefirsttextbookinPortugueseonentrepreneurshippublishedin1989byMcGraw-Hill.Hejustpublishedanewtextbookonentrepreneursh

5、ipthatwaspublishedin2009byPearsonEducation.5OpportunityforluxurybrandsinChinaABSTRACTGiventhescaleoftheChinesemarket,internationalluxurybrandtocontinueorbecomesuccessfulmustwininChinatocontinuewiningintherestoftheworld.Chineseyuppiesaredrivingthedemand,buyingeverythingfromexp

6、ensivewatchestoimportedcars.ThosethatareabletogainandmaintainapreferentialshareoftheseChineseaffluentconsumerswillbeabletosustaintheirglobalimageandcompeteinequaltermswiththefutureemergingChineseluxurybrands.ThereasonChineseaffluentmenandwomenbuyRolexwatchesandLouisVuittonbag

7、sarenotsimplybecauseoftheSwisscraftsmanshiporFrenchdesign.TheirmotivationtobuytheseluxurybrandshasitsrootsinthemorecomplexConfucianvaluesanddemandforsocialrecognition,andthegrowinginfluenceofWesternvalues.Forthisreasonitisimportanttounderstandtherootsandchangesofthecultureand

8、valuesthatdeterminethebuyingbehaviorofthemodernChineaffluentconsumer