Graduation Year
2022
Date of Submission
12-2021
Document Type
Campus Only Senior Thesis
Degree Name
Bachelor of Arts
Department
International Relations
Reader 1
Minxin Pei
Abstract
As the Chinese luxury market continues to grow and digitize, foreign brands are increasingly pressured to invest significant efforts to survive. This paper seeks to illustrate the main risks and mistakes foreign brands need to mitigate in the Chinese market, including cultural insensitivity, customer relationship mismanagement, and political unawareness through the perspective of three case studies. The research reveals that these risks can be mitigated through a thorough understanding of the growing base of Gen Z consumers as well as nuanced responses to crisis management. In addition to identifying brand risks, this paper also aims to highlight potential solutions for better brand management and survival in the Chinese luxury market.
Recommended Citation
Mahe, Lyn, "Risks Faced by Foreign Luxury Brands in the Chinese Market" (2022). CMC Senior Theses. 2852.
https://scholarship.claremont.edu/cmc_theses/2852
This thesis is restricted to the Claremont Colleges current faculty, students, and staff.
