Studies On Luxury Brand Construction Under Marketing Public Relations Perspective

At present, the luxury goods industry is increasingly in a fierce market competition, and channels to disseminate information more easily diluted and weakened consumer information on the brand's attention. In order to help consumer have an accurate understanding of the brand of luxury features and functions, many international firms have started to use the concept and strategy of "marketing public relations". Through careful analysis of the market, making the luxury brand in an accurate positioning, and designing a series of in-depth mental public relations campaign, these can make the luxury brand message more clearly and more effectively to the consumers.Marketer Aerlisi asserted that advertising is a brand maintenance, public relations can shape the brand. Luxury goods companies can make use of public welfare undertakings, and dissemination of events, public relations activities, the concept of fashion, top-level technology, sponsorship, service experience, marketing events, cultural exhibitions, the flagship store brand and so on. These marketing public relations methods can create a luxury brand image, and give these brands to the distinctive character image.This article will use luxury brand culture as a strategic entry point for luxury brands, from high-end brands to understand and a macro perspective of the culture to shape brands. The research is based on domestic and international relevant theories about luxury brand and marketing public relations, combined with the special nature of luxury brands to shape the image. In addition, I have given my personal views on the development of luxury brand and the strategy of marketing public relations .Through the theoretical research of marketing public relations as well as luxury brands theory, highlighting a new era of the new conditions of competition, the marketing public relations can shape the unique features to these luxury brands. This article uses the up-to-date foreign public relations theory to establish effective marketing public relations models and use the methods of theory and practice to propose how to create a luxury brand in marketing public relations strategy.At the same time, this article uses the integrated marketing communication tools, in-depth study how to use the marketing public relations function to create a luxury brand image. I hope that the issue of in-depth studies on the marketing public relations to the luxury brands can provide some workable ideas and methods to the development of luxury brand and also provide the luxury business which in the era of transition a new perspective and strategy.