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

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Analysis of Luxury Marketing Strategy from the Perspective of New Media

Authors
Shaoying Li1, *
1School of E-commerce, Henan University, Henan, 456400, China
*Corresponding author. Email: 1700210737@stu.sqxy.edu.cn
Corresponding Author
Shaoying Li
Available Online 26 September 2023.
DOI
10.2991/978-94-6463-246-0_32How to use a DOI?
Keywords
New media; Consumption concept; Electronic Commerce; Luxury marketing
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.

Copyright
© 2024 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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Volume Title
Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 September 2023
ISBN
978-94-6463-246-0
ISSN
2352-5428
DOI
10.2991/978-94-6463-246-0_32How to use a DOI?
Copyright
© 2024 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.

Cite this article

risenwbib
TY  - CONF
AU  - Shaoying Li
PY  - 2023
DA  - 2023/09/26
TI  - Analysis of Luxury Marketing Strategy from the Perspective of New Media
BT  - Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023)
PB  - Atlantis Press
SP  - 260
EP  - 268
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-246-0_32
DO  - 10.2991/978-94-6463-246-0_32
ID  - Li2023
ER  -