| Author | Shi, Pu |
| Call Number | AIT RSPR no.SM-07-57 |
| Subject(s) | Luxuries--China
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| Note | A research study submitted in partial fulfilment of the requirements for the degree of Master of Business Administration in International Business |
| Publisher | Asian Institute of Technology |
| Abstract | China is now the world's third-largest market for luxury goods. Even more surprising: it is not only the nation's 300,000 millionaires who are snatching up high-end wares; white-collar employees are also indulging the urge to splurge. For certain luxury brands, China has already outstripped both Japan and Hong Kong as the largest single market in Asia Pacific. But the growing presence of luxury brands in China is bringing with it greater competition. The country's busiest streets, such as Nanjing Road in Shanghai, are witnessing fierce competition among the world's luxury brands. While some have warned that the China market is becoming saturated, for the time being the environment is still a positive one for potential entrants. Therefore, the purpose of this research is to provide an overview and analysis for the China luxury market, also the analysis of Chinese luxury consumer behaviour in order to propose strategies for luxury brands communication and extension in China. |
| Year | 2007 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai |
| Examination Committee(s) | Tang, John C. S.;Bechter, Clemens |
| Scholarship Donor(s) | Vanich Suwan Co. Ltd.;AIT Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2007 |