| Brand stories contain distinct cultural connotation plays a bridge of communication between brands and consumers, so they play an important role in brand development and expansion. The reason why luxury goods continue to be sought after, is not only because of superior product and high-class service, but because of the rich and colorful, unique brand stories, which formed in the long development of the luxury brand. Brand stories have become the core competitiveness of luxury brands, which make luxury brands significantly different from other brands. Luxury brands skilled at using brand story as the endorsement of a product in marketing, external communication, make full use of the power of story to expand the market and infect with consumers.However, in recent years, due to the global economic crisis, Louis Vuitton brand market profit has been a substantial decline than before, and some luxury brands in China even made a strategic decision to reduce price and close shops. Meanwhile, with the continuous development of science and technology, new media emerge in endlessly, and the media environment of consumers has undergone tremendous changes. In this case, how to realize the breakthrough of brand with a long history has become a serious problem in the history of Louis Vuitton brand. Based on this, this paper argues that it can provide some suggestions for the future development of brand to probe into the story-telling marketing strategies of Louis Vuitton brand.This paper divides into four parts. The first part summarizes the research status and related theory of the luxury brand and the story-telling marketing. These basic knowledge constitutes the theoretical basis of this writing. The second part reviews the relevant situation and the evolution of the brand story of Louis Vuitton, from initial form to formation of clear story core appeal, and then to the modern perfect metamorphosis. The third part is the core of this paper, it mainly summarizes the characteristics of story-telling of the Louis Vuitton brand, and probes into the roles that story-telling marketing played in the development of Louis Vuitton brand. Combining with the current situation of The Times, the fourth part explores the story-telling marketing strategies of Louis Vuitton brand from the four points of focusing on the audiences’ demand, strengthening interacting with the audience, telling the story concisely and orderly and keeping track of stories spread effect all the time in the future. |
