Luxury Marketing in the Age of Network Traffic
Taking Louis Vuitton as an Example
Keywords:Louis Vuitton, Brand, Marketing strategy.
As the world's largest luxury brand, Louis Vuitton enjoys a high reputation in the eyes of consumers. Its success depends not only on its experience in producing leather products, but also on its marketing strategy. Taking Sina Weibo (Chinese Twitter) fan economic marketing as the starting point, this paper combs and summarizes previous studies on fan economy, and combines the principle of social interaction to study whether the interaction of brand, spokesperson and fan economy will affect the willingness of consumers to interact with the brand and the satisfaction of endorsement activities. And hope to have a significant positive impact on the brand products and the brand blog release dynamics. Finally, some suggestions will be given from the perspective of Louis Vuitton's future development to increase the sustainability and rationality of investment.
Yang Xianxian, Hao Sheng. Deep motivation and formation mechanism of luxury brand symbol value production [J]. Press, 2014 (2): 45-50.10000 m3 data Research on the communication strategy of luxury brands' online marketing in China forty-eight
Tian Xin, Feng Wenhua. Symbolic value creation of Chinese luxury consumption [J]. Research on financial issues, 2012 (7): 16-22.
Huang Yuyu. Narrative structure and functional element symbols of luxury brands [J]. Contemporary communication, 2013 (1): 99-one hundred and one.
Jiang Shiping, Rao Guangxiang. Brand myth -- negative generation of symbolic meaning [J]. International press, 2015 (3): 79-90.
Wu Qi, Ding Junjie. Luxury and ostentation: Research on the transmission mechanism of luxury goods based on ostentatious consumption [J]. Modern biographyBo, 2013 (6): 110-114.
Di Yi Jing Behind the change of LV spokesperson: the millennial generation has become the future of the luxury market [J]. Global business classics, 2016 (3): 102-103.
Zhu Mingxia, Zhou Yun. The broad definition of luxury goods and its research framework [J]. Economist, 2008 (7): 31-thirty-two.
Li Jiangtao. The definition of luxury goods and its connotation and extension [J]. Brand, 2015 (3): 10.
Wang Jiewen. Research on brand communication of luxury goods [J]. NewsWorld, 2012 (1): 109-110.
Han Sumei. Symbol communication: persuasion mechanism of luxury advertisement [J]. Journal of Zhejiang University of Technology (SOCIAL SCIENCEEdition), 2007 (6): 232-236.
Li Fei, he Ximing, Hu Saiquan, Yu Chunling Formation and growth mechanism of luxury brands -- Based on Europe 150 Multiple case studies of top luxury brands with a history of more than years [J]. Nankai management review, 2015 (6): 60-seventy.
Yang Haijun, Yin Yating. Advertising public opinion generation and online word of mouth communication in the new media environment [J]. Press, 2010 (6): 176-177+164.
Jiang Shilan, Zhang Gaopeng. Exploring the wechat marketing mode of luxury brands in the social media era [J]. Western leather, 2017(2): 113+152.
Gao Fei, Fu Xiangtong. Digital network marketing strategy of luxury goods industry under the new media environment [J]. Science and technology perspective,2017 (1): 251+302.
Lu Cheng, Li Zhen, Zhou Yanping, Wang Aiyun. Study on the willingness of consumers to accept luxury online shopping channels [J]. SilkSilk, 2017 (10): 44-50.
How to Cite
This work is licensed under a Creative Commons Attribution 4.0 International License.