Marketing Strategy of Chanel Advertisement in Chinese Market

DOI

10.2991/assehr.k.220504.232How to use a DOI?

Keywords

Marketing strategy; Chanel; Advertisement

Abstract

Chanel’s sales in China have skyrocketed in recent years. In all the strategies of Chanel, advertising strategy accounted for the most important part. The research background of this study is based on the advertising forms and advertising contents of Chanel in China in the past ten years, as well as the sales changes of Chanel in recent years and the growth of the number of physical stores. Through content analysis as the main research method, the researcher conduct in-depth analysis and discussion of Chanel’s advertising strategy in China. In addition, this study not only reveals the influence of Chanel’s advertising strategy in the Chinese market, but also provides many suggestions for Chanel to make better use of advertising as a means of business in the Chinese market in the future. And the study’s recommendations can be applied to other brands as well. The researcher’ in-depth analysis lead to two most important conclusions. One is that Chanel has gradually shifted the focus of its advertising platform to Douyin. The other is that Chanel pays much attention to the role of cultural construction and persuasion mechanism in advertisements in China.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yusen Liu
PY  - 2022
DA  - 2022/06/01
TI  - Marketing Strategy of Chanel Advertisement in Chinese Market
BT  - Proceedings of the 2022 8th International Conference on Humanities and Social Science Research (ICHSSR 2022)
PB  - Atlantis Press
SP  - 1286
EP  - 1290
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220504.232
DO  - 10.2991/assehr.k.220504.232
ID  - Liu2022
ER  -