| Driven by a general trend, social media has become an inseparable part of our daily routine. If the enterprise does not respond to the trend, no doubt it will have a huge impact strategically and financially. As a consequence, the hottest topic in between all middle or top management is how to turn this from challenge into opportunity. Luxury industry is no exception. Soon after "the eight rules" has made public by the Central Committee of the Communist Party of China (CCCPC), there has been a dramatic cut on government budget for entertainment. Increasing number of luxury labels have recognise the influence and potential of Chinese social media.The purpose of this study is finding out how major Chinese social media influences Chinese luxury customer behavior, through method like market research and case study. As China’s most popular social media platforms, how much Weibo and Weixin will influence their users.By analyze the case studies and customer behavior research result of the leading enterprise in luxury industry, it proven that effective digital marketing in social media will better promote the awareness of the brand culture. It will definitely encourage interactivity between luxury brands and their customer. More importantly, multi-media will help spreading the brand culture faster. However there is no prove that social media marketing could increasing the purchase rate and a higher ROI. |
