Analysis of Luxury Marketing Strategy from the Perspective of New Media

Shaoying Li ()
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Shaoying Li: Henan University, School of E-commerce

A chapter in Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), 2024, pp 260-268 from Springer

Abstract: Abstract The luxury market is usually inseparable from the objective economic situation. While China’s economy flourished after the reform and opening up, it inevitably brought about the expansion of the luxury market at home. With the development of science and technology and the economy, the period of the savage growth of the luxury market in China has gradually passed. The current era of new media differs from the past era of word of mouth. Different marketing strategies spread through the Internet without time difference, and the impact of almost no buffer and fermentation, immediate results. Therefore, standing in this era, facing the red sea of luxury goods in China, an economic power, brands need not only to explore the source but also to make distinctive marketing strategies for customers in different periods. In order to achieve this, luxury brands should not only clarify the development of luxury goods in China but also deeply investigate the reasons for the changes and changes of luxury marketing in the new media era and make effective marketing strategies that conform to The Times.

Keywords: New media; Consumption concept; Electronic Commerce; Luxury marketing (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-246-0_32

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