【正文】 e， and younger consumers have shown a willingness to mix cheap imitations with genuine products． Luxury brands will be hoping that a change in the attitudes of mainland shoppers will occur over time, eliminating the acceptance of any thing but the genuine article． ■ Shopping for pleasure ―Mall culture‖has arrived in China and shopping is being an increasingly popular leisure activity． Retail Asia magazine predicts that by 2020 China will be home to seven of the world’s ten largest malls． The growing popularity of shopping malls should help to increase the market size for luxury products,through strengthened brand awareness and higher aspirations． ■ Travel purchases Chines enational shave shown a strong preference for purchasing luxury products from abroad for two reasons． First， shopping at designer boutiques in Europe guarantees that the goods are not counterfeit， some thing they cannot be 100 percent sure of when shopping at some stores in China． Secondly． higher taxes and import duties mean that mainland prices can be as much as 30 percent higher than else where． Chinese citizens are traveling more and spending more abroad， as travel restrictions continue to be lifted Chinese tourists have bee some of the main buyers of prestigious brands from Europe． The French Tourist Board found that Chinese travelers are already spending more on luxury goods than visitors from the other European countries． The increase in the spending power of Chinese consumers overseas has been further strengthened by the appreciation of RMB and the increased ease with which people can make purchases． ? Motivation The reasons why Chinese consumers purchase luxury brands bear similarities to consumers in other countries, but research by TNS found that perceived status and self –reward were two particularly strong motivators in China ． Among those surveyed， attitudes towards luxury brands were over whelmingly positive. Therefore ， in China ， consumption of luxury goods is very much itemdriven,meaning consumers search for the latest style or products． Presently，consumption tends to befocused on personal accessories， such as cosmetics， perfume and watchessmaller items that can be justifled as rewards． This is different from more developed markets where consumers tend to seek luxury experiences or products that are tailored more to their personal tastes． 6 外文原文出處 二： 著者： Linqi Gao 題名： The luxury brand marketing strategy 資料來源 : 美中經(jīng)濟評論 ， 2021，（ 7）： 83~85 中國奢侈品市場營銷戰(zhàn)略 面臨新進入中國的豪華車市場正在加緊 ； 市場已變得更加擁擠，表明越來越多的豪華品牌所承認的中國消費者。 根據(jù)奢侈品類，百分之五十的銷售在香港的豪華品牌店鋪，以中國的國民 居多 ； 這是 對 零售商 的 一個重大挑戰(zhàn)。除其他好處外，能夠創(chuàng)造利潤增長薄中奢侈品零售商將有助于吸引和留住最優(yōu)秀的人才。 一些中國主要的土地的最積極的奢侈品零售商正致力于在 國內(nèi) 建立銷售 。例如，商店在上海的高檔購物中心恒隆廣場的功能有多種選擇 性 ，較昂貴的寶石飾品 ， 移動電話的案件，皮革鑰匙持有人或太陽鏡，以及入門級的手表。這些 飾品 也將重點 針對 中國的中產(chǎn)階層消費者對奢侈品牌的 渴望和 目標，使他們 成為 ?？?。品牌定位是奢侈品具有獨特的價值，有針對性的 一 部分 。 品牌建設(shè)在中國需要耐心，持續(xù)的投資和強有力的分布在其他市場。 精明的消費者。奢侈品牌，包括手表，時裝， 香水，化妝品，珠寶首飾，汽車及烈酒，需要一個非常強大的國際存在， 在中國 才可以建立自己的 。 看我國任何品牌的成功的奢侈品市場應(yīng)把重點放在三個關(guān)鍵戰(zhàn)略 ： 1） 收取高價格 對于奢侈品在中國市場的價格不是一個障礙，而收費的最高價格在某一類甚至可以菜豆優(yōu)勢 。 2） 品牌必須是國際的 現(xiàn) 在 的國際品牌在中國具有巨大的吸引 力，是主要驅(qū)動力背后購買的奢侈 7 品。 他們不喜歡國際品牌的本地化太多。 成功的營銷努力將決定誰的客戶數(shù)量可以撤出中等收入者。 附： 外文原文 The luxury brand marketing strategy Challenges facing new entrants into China’s