Marketing luxusnÍch znaČek: konsekvence chovÁnÍ ČÍnskÝch spotŘebitelŮ

China's GDP became the second highest in the world in 2012. Chinese luxury brand market is developing rapidly, which sees great potential. The main objective of doctoral thesis is to create a new model for providing guidance in marketing practices for European luxury brands enterprises which focus on Chinese market. The research does a comprehensive analysis on a series of real behavior of Chinese luxury consumers to examine their general patterns, characteristics and predict the future trends of their luxury brands purchase behavior. The main objective is supported by several subobjectives: (a) to determine the demographic characteristics of Chinese luxury consumers; (b) to determine Chinese purchase behavior characteristics on luxury products; (c) to analyze the influencing factors of Chinese luxury consumption; (d) to analyze the Chinese luxury consumer motivation. On the basis of primary and secondary market data collection, the research develops a quantitative research scale. And then the research conducts sampling and uses SPSS analysis, to achieve the empirical research results about Chinese luxury brand consumer behavior. On the basis of influencing factors analysis, the research establishes a model to test the significant difference under different demographic characteristics. The research results innovatively present community motivation in Chinese luxury consumer motivation model, which is thus extended to three levels - individual motivation, community motivation and society motivation. Scientific and marketing practical knowledges are both obtained, and it recommends the European luxury brand enterprises: (a) to focus on consumer community motivation; (b) to pay attenttion to influencing factors differences; (c) to analyze luxury brand consumer basic behavior. An application of luxury brand marketing strategy on Chinese market is developed on the enterprise of traveling and tourism agency.