Study on Cross-cultural Marketing of Western Luxury Commodities in China

How western luxury brands should adjust their marketing strategies to succeed in Chinese market and what the salespeople should do during marketing luxuries across cultures really become the big issues. Consequently, deep analysis of consumption psychology under a culture of the collectivism in Chinese market was launched. Simultaneously, qualitative analysis and a case study have been employed to confirm some marketing strategies western luxury companies should adopt cross-culturally.