Research on the Advertising Strategies in Luxury Marketing

Abstract

As China’s luxury market expands, the localization of brands has become a thorny issue. Advertising strategy is important to give the brand meaning, increase the brand heat, and attract consumers. Due to the particularity of the luxury industry with the rapid pace of innovation, the advertising narrative can stimulate the brand’s creativity to keep the brand with a steady stream of vitality. The role of luxury advertising is literally to advertise luxury brands or products, that is, to convey and express the value of brands and products to the audience, and to use certain publicity methods to obtain the greatest benefits. Therefore, advertising that conforms to the “symbolic meaning” of the brand plays an important role in luxury marketing. Advertising design should meet the consumption needs of Chinese consumers, pay attention to the aesthetic positioning and artistic cognition of the target consumer groups, and maximize the marketing effect.