This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry.

Auteur

Hongbo Lai completed his Ph.D in management at Tongji University and was a postdoctoral candidate of Applied Economics and Sociology, Fudan University. He is an associate professor, School of Management, Shanghai University of Technology, a part-time researcher of Enterprise Development and Management Innovation Research Center of Fudan University, an experts selected from Shanghai Science and Technology Experts database (Applied Research), an external review expert for Tongji University EMBA project. He is an expert of the Ministry of Education and head of the key research group of Shanghai Municipal Government. In 2016, he won the title of excellent postdoctoral of Fudan University. He has worked in the front line of enterprises in the Pearl River Delta and Yangtze River Delta for decades and is devoted to industrial innovation and high-quality development of enterprise. He has published two monographs, more than 40 academic papers, and presided over nearly 20 national, provincial and ministerial level projects.

Contenu
Chapter 1. Introduction.- Chapter 2. Conceptual framework.- Chapter 3. Connotation and mechanism.- Chapter 4. cultivation methods of chinese local new luxury brands: a perspective of design driven innovation.- Chapter 5. communication methods of chinese local new luxury brands: a perspective of digital media communication.- Chapter 6. case studies.- Chapter 7. Conclusion and prospect.- Appendix.- Bibliography.