Analysis of the Multi-dimensional Marketing Strategies of Luxury Brands A Case Study of CELINE

DOI

10.2991/978-94-6463-298-9_31How to use a DOI?

Keywords

luxury; marketing strategy; multi-dimensional marketing; luxury brand; luxury marketing

Abstract

With the development of China’s social economy and the continuous improvement of people’s living standards, luxury goods have played an increasingly important role in people’s lives and have become an indispensable part of life. However, with the deepening of social and economic development and the changing consumer attitudes, the marketing strategies of luxury goods are constantly evolving and innovating. This paper takes CELINE as an example to study and analyze the current situation and marketing strategies of luxury goods in the era of new media, and proposes corresponding countermeasures and suggestions, in order to provide reference and guidance for the marketing strategies of luxury goods in China.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yang Yuxin
PY  - 2023
DA  - 2023/11/30
TI  - Analysis of the Multi-dimensional Marketing Strategies of Luxury Brands A Case Study of CELINE
BT  - Proceedings of the 2023 International Conference on Finance, Trade and Business Management (FTBM 2023)
PB  - Atlantis Press
SP  - 279
EP  - 285
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-298-9_31
DO  - 10.2991/978-94-6463-298-9_31
ID  - Yuxin2023
ER  -