Under The New Media Environment In The Country's Luxury Brand Advertising Analysis

According to the Hurun Report released in2012, a widely recognized as theforemost authority in tracking the rapid changes in China’s entrepreneurial community,61%of the Chinese Rich class claimed that the Internet has become their main sourceof products information. Meanwhile, report The World’s Next E-CommerceSuperpower released by Boston Consulting Group said that nearly80%consumers gettheir knowledge of luxury brands and products via social media. New media, such asthe Internet and mobile phones, has become consumers’ major access to brandinformation. For luxury decision-makers and scholars who are experts in advertisingand marketing, applying the right branding strategy and media combination is the keyto achieve expected advertising outcome and marketing goals.Under such circumstances, this paper intends to answer the following questions:Q1: Does change in media environment exert impact on luxury marketing strategy, e.g.by investing more on new media advertising? Q2: What are the problems with thecurrent performance of luxury advertisement on new media? Q3: How to apply newmedia in luxury advertising to maximize communication effectiveness? On the basisof a case study on CHAUMET, a French luxury jewelry brand, and according to asurvey using a questionnaire of luxury consumers together with in-depth interviewswith practitioners in luxury company and media agencies, this paper concludes thatnew media is playing a significant role in the advertising of luxury brands. It issuggested that, to achieve better results, advertisers should increase the effectivenessof media mix, build a systematic communication environment monitoring andfeedback mechanism, and enhance crisis management.