Impact of Culture on Marketing Strategies in China (the Case of Western Luxury Brands)

Diploma work is devoted to the study of the features of marketing campaigns of western luxury brands in China. The work was carried out on the basis of an analysis of the marketing strategies of three selected brands, namely Chanel, Gucci and Prada. The main aim of the research is to determine how cultural differences affect Western brands’ marketing decisions and to understand whether compliance with cultural norms and the presence of cultural references in marketing approaches correlates with the degree of popularity and brand acceptance in society. Diploma work consists of an introduction, four chapters and a conclusion, it also contains applications with supplementary tables, graphs and images. For conduction of the research, sources in English, Chinese and other languages ​​in the amount of 39 units were used, as well as research literature in English, Russian and Chinese in the amount of 113 units.