Marketing And Communication Of High - End Brand In Circle

This research try to clarify the marketing strategies and methods of high-value product in high-end consumer groups. Through the analysis of the current development situation, circling layering economy, humanities environment, the new technology of Internet era of the new carrier, the segmentation and consumption psychology of high-end consumer, this issue try to explain how to spread the promotion mode in the different segmentations. The main analysis methods of this article include observation, case study method, comparative method, experience summary method, qualitative analysis. Results highlight the practicality, basically summed up as follows:(1) in the new normal economy environment, high-end product sales especially luxury goods sales in decline, the traditional marketing channel cost, along with this several years of commercial property prices rising fast, high precision, all kinds of media communication costs are rising year by year, bring the business enterprises operating expenses to increase, if there is no strategy adjustment of marketing communication, on the later development will form the imprisonment and constraints, circle marketing is precisely in view of a shortcut to high-end brand promotion.(2) Circle marketing communication effectively strengthen the consumption of high-end consumer groups on the viscosity, the market trend of high-end consumer brand, brand reputation ascension brings about great help.(3) Circle marketing communication can make use of network communication tools, collection of high-end consumer consumption tendency, the establishment of large data system, accurate positioning and development of high-end consumer goods market.(4) The innovative design of the circle within the workplace communication equipment, for high-end brand in the small group of people spread to the terminal to the role, is the icing on the cake brand in the field of interactive communication.(5) Finding and maintaining good circle, establishment and opinion leader type of high-end audience good communication, is to expand the brand from a circle to a plurality of layers of magic.Because the high-end brand circle marketing communication in China’s development soon, not yet available data acquisition and literatures, this paper uses the data analysis and logic analysis, is built on the basis of practice for years in the circle of high-end brand marketing communication within the industry, so more emphasis on application, and the theory of weak. This paper applied value is mainly reflected in:(1) study through the layers of the biosphere, explore the circles of high-end consumer target audience more targeted;(2) howto carry out the activities of high-end brand promotion in circles, data marketing has application value;(3) establish and maintain the new circle, target market consumer groups for high-end products cultivation, have certain guiding significance.