| Description |
1 online resource (xviii, 153 pages) : illustrations (some color) |
| Contents |
Chapter 1. Introduction -- Chapter 2. Conceptual framework -- Chapter 3. Connotation and mechanism -- Chapter 4. Cultivation methods of chinese local new luxury brands: a perspective of design driven innovation -- Chapter 5. Communication methods of chinese local new luxury brands: a perspective of digital media communication -- Chapter 6. Case studies -- Chapter 7. Conclusion and prospect -- Appendix -- Bibliography |
| Summary |
This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry |
| Bibliography |
Includes bibliographical references |
| Notes |
Online resource; title from digital title page (viewed on June 14, 2021) |
| Subject |
Branding (Marketing) -- China
|
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Branding (Marketing) -- Technological innovations -- China
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Luxuries -- China -- Marketing
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Business enterprises -- China.
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Branding (Marketing)
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Business enterprises
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Luxuries -- Marketing
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China
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| Form |
Electronic book
|
| ISBN |
9789811621451 |
|
9811621454 |
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