随着中国经济发展的不断深化，我国国民购买力的显著提升，中国已跃居为全球奢侈品牌的第三大市场。欧美奢侈品逐渐走进我国公民的日常生活，作为新的消费热点，成为国人茶余饭后的谈资。2016年来，欧美奢侈品在华销售业绩从低谷中得以复苏并逐渐重现强势成长势头。但近年来，奢侈品时尚圈可谓跌宕起伏。几个世纪以来，国际奢侈品牌依旧屹立不倒，在变幻莫测的市场环境中已深谙见风使舵 、运筹帷幄之道。笔者将目光聚焦于欧洲奢侈品牌的发展模式与灵活多变的市场策略，为在对比中理性剖析我国国际奢侈品牌未能做大做强的多方面原因，并为中国奢侈品牌建设与发展提出合理的解决对策。

With the continuous economic development and the significant improvement of the purchase power of Chinese people, China has become the third largest market for global luxury brands.European and American luxury goods have gradually entered into the daily life of Chinese citizens and as a new consumption hot spot, it has become a fashionable topic of conversation among Chinese people. Since 2016, the sales performance of European and American luxury goods in China recovered and gradually regained the strong growth momentum. But in recent years, the luxury fashion world has had its ups and downs. Over the centuries, international luxury brands have remained their status, and have mastered the art of adjustment of policies to face the vagaries of the market. The author focuses on the development features and flexible market strategies of European luxury brands, so as to rationally compare and analyze the various reasons why China's international luxury brands fail to move steadily towards prosperity, and put forward reasonable countermeasures for the construction and development of Chinese luxury brands.

[1]世界品牌实验室.2018年度《世界品牌500强》[EB/OL].

https://baike.baidu.com/item/2018%E4%B8%96%E7%95%8C%E5%93%81%E7%89%8C500%E5%BC%BA/23215459 . 2019年3月3日访问

[2]CNET科技行者.当我们讨论奢侈品行业时，人工智能可以做什么？http://www.cnetnews.com.cn/2017/1009/3099026.shtml.2019年3月10日访问

[3]亿邦动力网.客户越来越重视环保，LVMH也开始谈道德了http://www.ctoutiao.com/302225.html. 2019年3月12日访问

[4]新闻晨报.法国开云集团CEO宣布赠还圆明园鼠首兔首.http://www.fengsung.com/n-130427115853474.html.2019年3月12日访问

[5]江帆.德勤瑞士手表调查报告.http://luxe.co/post/47174. 2019年3月10日访问

[6]刘晓颖.中国降价海外涨，奢侈品“套路深”内地消费者给高分https://www.yicai.com/news/5276447.html. 2019年3月16日访问