前言/Preface
Chapter Ⅰ The Nature of Luxury
Section Ⅰ Defining Luxury
Section Ⅱ The Origin of Luxury Goods
Section Ⅲ The Modern Evolution of Luxury Goods
Section Ⅳ The Uniqueness of Luxury
Section Ⅴ The Business of Luxury
Questions for Discussion
Chapter Ⅱ Luxury Brand
Section Ⅰ Brand History and Image
Section Ⅱ Brand Positioning
Section Ⅲ Branding
Section Ⅳ Marketing
Section Ⅴ Brand Identity
Questions for Discussion
Chapter Ⅲ Luxury Consurner
Section Ⅰ Classifying Luxury Consumcrs
Section Ⅱ Motivations for Luxury Consumption
Section Ⅲ Chinese Luxury Consumers
Questions for Discussion
Chapter Ⅳ Luxury Industry
Section Ⅰ The Core of Luxury Industry： Operator
Section Ⅱ The Soul of Luxury Industry： Design
Section Ⅲ Luxury Industry Guarantee： Manufacturing
Section Ⅳ Luxury Industry Pusher： Marketing
Questions for Discussion
Chapter Ⅴ Luxury and Art
Questions for Discussion
Chapter Ⅵ Chinese Luxury Market
Questions for Discussion
Reference
