The Way to Create Symbolic Value of Luxury Good - Take the Chanel No.5 Perfume for a Case

Abstract

This started from the symbolic value of luxury goods, basing on the theory of symbolic value, describe the the symbolic value of luxury goods. Symbolic value is different from the tradition value or use value, it is the third value of material. AS human society walk into a consumer society, the way we used to do marketing has changed from satisfying use value to satisfying symbolic value instead. This paper trying to see through the case of Chanel No.5 Perfume, which is a luxury good, using the case study way, to describe how to create luxury goods' symbolic value in an theoretical way, and to clarify that the marketing of luxury good is actually to create, maintain the symbolic value.