Analysis of Luxury Market and Research on Marketing Strategy Based on Brand Effect
DOI:
https://doi.org/10.54097/hbem.v20i.12357Keywords:
Brand effect, luxury goods, market analysis, marketing strategy.Abstract
The national image plays an extremely important role in international trade, and many consumers are more inclined to purchase products from a certain country, especially luxury brands. At the same time, the loyalty and reputation of luxury brands rely more on public relations methods to promote word-of-mouth communication and increase sales. Brand consumption is its concentrated manifestation. This article analyzes the luxury goods market and marketing strategies based on brand effects. Different brands of luxury goods reflect different tastes and creativity; Every luxury brand can openly say 'I am who I am' and will never deliberately emphasize 'I have one advantage or another compared to a certain brand', because this comparison is exactly what the brand aims to express in terms of value positioning. Injecting vitality into the development of the brand with advanced marketing concepts and market-oriented operations, maintaining the existing product style while tailoring updated value combinations for customers, conveying brand connotation and product value to consumers.
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