Analysis of the Multi-dimensional Marketing Strategies of Luxury Brands A Case Study of CELINE

Yang Yuxin ()
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Yang Yuxin: Tianjin Foreign Studies University, News communication

A chapter in Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023), 2023, pp 279-285 from Springer

Abstract: Abstract With the development of China’s social economy and the continuous improvement of people’s living standards, luxury goods have played an increasingly important role in people’s lives and have become an indispensable part of life. However, with the deepening of social and economic development and the changing consumer attitudes, the marketing strategies of luxury goods are constantly evolving and innovating. This paper takes CELINE as an example to study and analyze the current situation and marketing strategies of luxury goods in the era of new media, and proposes corresponding countermeasures and suggestions, in order to provide reference and guidance for the marketing strategies of luxury goods in China.

Keywords: luxury; marketing strategy; multi-dimensional marketing; luxury brand; luxury marketing (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-298-9_31

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DOI: 10.2991/978-94-6463-298-9_31

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