Research on Digital Marketing Strategy of Luxury Brands
Abstract
With the rapid development of the Internet and mobile technology, digital marketing has become an important driving force for
luxury brands to expand and transform globally. The purpose of this paper is to discuss in depth the current situation, problems and challenges
faced by the digital marketing strategy of luxury brands, and put forward corresponding coping strategies. By analyzing the digital marketing
cases of several luxury brands at home and abroad and combining theoretical research and practical experience, this paper aims to provide effective marketing strategy guidance for luxury brands in the new market environment.
luxury brands to expand and transform globally. The purpose of this paper is to discuss in depth the current situation, problems and challenges
faced by the digital marketing strategy of luxury brands, and put forward corresponding coping strategies. By analyzing the digital marketing
cases of several luxury brands at home and abroad and combining theoretical research and practical experience, this paper aims to provide effective marketing strategy guidance for luxury brands in the new market environment.
Keywords
Luxury; Digitalization; Marketing strategy
Full Text:
PDFReferences
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[2] Ahmad S K, Rashid I S A, Hail T G, et al.When luxury goes digital: does digital marketing moderate multi-level luxury values and consumer luxury brand-related behavior?[J].Cogent Business & Management, 2022, 9.
[3] Cao Y.Research on Digital Transformation Based Luxury Brands Marketing Strategy[C]//Eliwise Academy.Proceedings of the 6th International Conference on Economic Management and Green Development (part3).University of Massachusetts Amherst;, 2022:8.
DOI: http://dx.doi.org/10.70711/frim.v2i8.5183
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