Chinese Local New Luxury Brands in a Digitally Empowered Era: Cultivation, Transformation and Upgrading

Preface
	The Future Challenge of China’s New Luxury Brand Cultivation
Abstract
Contents
About the Author
List of Figures
List of Tables
1 Introduction
	1.1 Significance of Cultivating Local Luxury Goods in China
		1.1.1 Economic and Politic Background in Marco Perspective
		1.1.2 Scale Expanding of the Middle and High-End Market: Taking Luxury Goods as an Example
	1.2 Current Research and Literature Review
		1.2.1 Research Significance, Techniques and Value
		1.2.2 Subject Matter, Framework, Content and Methodology
	1.3 Key Points of the Book
		1.3.1 Literature Review of Luxury Brand Research and Brand 3.1.1 Management at Home and Abroad
		1.3.2 Digital Media, Digital Empowerment, Transformation and Upgrading: Literature Review at Home and Abroad
	1.4 Future Research Trends
		1.4.1 Development Trends of Existing Luxury Brands in a Digital-Empowered New Economy
		1.4.2 Existing Research Deficiencies and Future Research Directions
2 Conceptual Framework
	2.1 Concept of Traditional Luxury Brand
		2.1.1 Definition and Historical Development
		2.1.2 China’s Luxury Market and Consumers Analysis
	2.2 Chinese Local New Luxury Brands: Enlarging the Definition of Luxury
		2.2.1 Definition of Chinese Local New Luxury Brands
		2.2.2 Comparative Study with Different Terms
		2.2.3 Characteristics of Chinese Local New Luxury Brands
	2.3 Cultivation of Local New Luxury Brands in the Integration Background of Manufacturing Transformation and Upgrading
		2.3.1 Transformation and Upgrading of Local Manufacturing Industry
		2.3.2 Local New Luxury Brands in the New Global Situation
	2.4 Made in China with High Quality
		2.4.1 Necessity and Practicality of Cultivating New Luxury Brands in China
	2.5 Summary
3 Connotation and Mechanism
	3.1 Consumption Motivation and Characteristics of Chinese Local New Luxury Brands
		3.1.1 Development Stage of Luxury Consumption
		3.1.2 Motivation of Luxury Consumption
		3.1.3 Market and Consumption Analysis of Chinese Local New Luxury Brand
	3.2 Trading up and Brand Positioning
		3.2.1 Hierarchy of Need and Trading up Background
		3.2.2 Rise of Chinese Middle Class and Their New Demands of Luxury Consumption
		3.2.3 From Brands to Chinese Local New Luxury Brands—Driven by New Demands
	3.3 Disruptive Innovation of Chinese Local New Luxury Brands
		3.3.1 Born to Be International
		3.3.2 New Marketing Ways: Subversion of Traditional 4P Marketing Strategies
		3.3.3 Demand for High-Quality in the New Global Order
	3.4 Summary
4 Cultivation Methods of Chinese Local New Luxury Brands: A Perspective of Design Driven Innovation
	4.1 Design Driven Innovation
		4.1.1 Three Dimensions of Design Driven Innovation
		4.1.2 Significance of Design to Chinese Local New Luxury Brands
	4.2 Hypothesis and Model of Design Driven Innovation
		4.2.1 Perception and Connotation of Product Perception and Brand
		4.2.2 Full Conceptual Model
	4.3 Empirical Analysis of Design-Driven Innovation and Path of Chinese New Luxury Brand Building
		4.3.1 Data Collection, Questionnaire Design and Sample Statistics
		4.3.2 Measurement Index, Reliability and Validity Test
		4.3.3 Conclusion
	4.4 Summary
5 Communication Methods of Chinese Local New Luxury Brands: A Perspective of Digital Media Communication
	5.1 Internet and Luxury Brand Communication
		5.1.1 Current Situation of Internet
		5.1.2 Trend Changes of Digital Media Communication and Consumption
		5.1.3 Opportunities and Challenges
	5.2 Hypothesis and Model of Brand Communication
		5.2.1 Hypothesis and Methods
	5.3 Empirical Analysis on Cultivation Methods Driven by Digital Media Communication
		5.3.1 Variable Correlation Analysis and Moderating Variable Interaction
		5.3.2 Hypothesis Testing
		5.3.3 Conclusion
	5.4 Summary
6 Case Studies
	6.1 Digital Empowered Era
		6.1.1 Integrating Design and Digital Media Communication to Achieve High Quality in the New Era
		6.1.2 Innovation Platform with the Integration of Artificial Intelligence and Design
	6.2 Case 1: MI
		6.2.1 Case Value
		6.2.2 Outline of the Case
		6.2.3 Conclusion
	6.3 Case 2: SheIn and Sandriver
		6.3.1 Case Value
		6.3.2 Outline of the Case
		6.3.3 Conclusion
	6.4 Comparative Case Study: Take Pearl Industry as an Example
		6.4.1 Brand Development of Pearl Industry
		6.4.2 Case: Beijing Taihuohongniao Technology Co., Ltd.
		6.4.3 Conclusion
7 Conclution and Prospect
	7.1 The Main Contributions and Conclusions of This Book
	7.2 Future Prospects
Appendix A
Questionnaire 1
Appendix B
Questionnaire 2
References