On luxury goods, academia has yet to have an agreed definition, which attributed the meaning of luxury for each person is different. Here we adopt the international definition of the less common, that luxury is "a beyond the scope of human existence and development needs, and has a unique, scarce, rare features such as consumer goods, also known as non-necessities of life". On the characteristics of luxury goods, we can summarize its main features are: outstanding personality, very high prices, scarce number of products, the brand has a long history, unique quality and technology to meet the psychological needs. From a planned to a market economy, China's political and economic environment has changed greatly, the rapid concentration of wealth in the wealthy class, the rapid growth of luxury consumption. BNP Paribas Le 2003 report pointed out that China has entered the luxury goods early. Therefore, how to grasp the psychology consumer spending in China to implement effective marketing strategy is a luxury the key to success.
Key words: definition of marketing experience luxury features
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