IDEAS home Printed from https://ideas.repec.org/h/spr/advbcp/978-94-6463-246-0_32.html

Analysis of Luxury Marketing Strategy from the Perspective of New Media

In: Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)

Author

Listed:
  • Shaoying Li

    (Henan University, School of E-commerce)

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.

Suggested Citation

  • Shaoying Li, 2024. "Analysis of Luxury Marketing Strategy from the Perspective of New Media," Advances in Economics, Business and Management Research, in: Shehnaz Tehseen & Mohd Naseem Niaz Ahmad & Rafia Afroz (ed.), Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023), pages 260-268, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-246-0_32
    DOI: 10.2991/978-94-6463-246-0_32
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a
    for a similarly titled item that would be available.

    More about this item

    Keywords

    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:advbcp:978-94-6463-246-0_32. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.