Degree program International Business and Logistics

With the rapid development of China's economy, the level of capital income is expanding significantly. The size of the rich population in China is becoming larger than ever. At the same time, the luxury market of China is also showing great vitality. There is no doubt that China is already the luxury market with the most growth potential. With increasing numbers of high-end consumer goods now being sold, the consumption gap between China and the world is being gradually shortened. And Chinese society has come to advocate a new consumption concept. "Luxury " does not mean corruption, waste, decadence, and unfairness. Rather, it means the awakening of people‘s self-awareness. Luxury and its consumption have become a driving force for social progress and economic development. The rapid economic growth of China has spawned a massive high spending market in this situation, and Chinese consumers ‘ purchasing power is surprising the whole world. At present, the scale of the high-income group continues to grow. Thanks to increased income levels, the demand for luxury goods is also increasing intensely. Being faced with such a market situation, this thesis lays emphasis on analysing the current situation of the luxury market in China, combining research on Chinese consumers ‘ behaviours and how Chinese culture influences the marketing of luxury products. This research is intended to apply useful and practical information for any individual interested in the Chinese luxury market for investment or study purposes. KEY words: China; luxury market; Chinese consume