The concept of luxury consumer goods has been extended from ancient times untilmodern times when IT industrialization and the progress of social systems havemade thetrade of goods more liberal. Luxury goods have gradually changed from being the exclusivegoods of the privileged class to a kind of consumer goods and have been accepted by someconsumers. However, luxury goods have never gotten rid of their class and wealth attributes.On the contrary, most luxury brands use their luxury characteristics and symbols topackage the brand itself to achieve the marketing effect. This paper intends to study andanalyze the marketing mix and models of luxury IT companies in today's society and toconsider whether they have an impact on consumers. It is found that the marketing of luxurygoods is diverse and complex. It is more of a model to create a trend and to stimulate consumers' desire to buy. Moreover, luxurybrands need to discover a larger market and create their own brand images and identities through new technologies and communication media.