Luxury goods are internationally defined as "a kind of consumer goods with unique, scarce and exotic characteristics that exceed people's survival and development needs", also known as non-necessities of life. In economics, luxury goods refer to products with the highest value/quality ratio. From another perspective, luxury goods refer to the products with the highest ratio of intangible value to tangible value. It is generally believed that the consumption of luxury goods is a high-end consumption behavior.
The market competition in luxury goods industry is becoming increasingly fierce. With the increase of communication channels and information, it is easy to dilute and dilute consumers' attention to brand information. In order to let consumers know the characteristics and functions of luxury brands accurately, many international enterprises began to use the concept and strategy of "marketing public relations", carefully analyzed the market, accurately positioned luxury brands, and designed a series of publicity activities aimed at deepening consumers' minds. In order to appeal the brand information of luxury goods to consumers' minds more clearly and effectively, public relations will spread the brand to people's hearts. Luxury enterprises can use public welfare undertakings, event communication, public relations activities, fashion concepts, top technology, sponsorship activities, service experience, event marketing, cultural exhibitions, brand flagship stores and other forms of marketing public relations to shape the brand image of luxury goods and give the brand a distinctive personality image.