The Research On Marketing Strategy Of Luxury Clothing Brands Based On Wechat

According to statistics,the number of monthly active Wechat users had been over 762 million until March 2016.With the development of mobile Internet and e-commerce,Wechat has already been a major e-commerce platform for different brands to join in.Obviously,the Wechat has brought many changes to people's lifestyle,from the channel of getting information and the method of consuming to the way of reading,as well as developing a disruptive marketing model for different corporations.This essay studies on marketing strategy of luxury brands on Wechat and takes famous luxury clothing brand Burberry,Louis Vuitton,Chanel and Armani as examples.The content mainly focus on interactive marketing, customer experience,customized services,public praise and integration of online and offline marketing.The core of Wechat marketing strategy of luxury brands should be more user-centric and develop more products that can attract and reflect customers values,as well as provide better services.In order to meet the new marketing strategy mode,the Wechat marketing should make adjustment from the contents and methods of marketing to the products and values of promoting.This essay is also based on the 4C marketing theory and combined with latest new media theories to analyze the influence of Wechat on luxury brands marketing strategy,from the brand positioning,brand communicating and customer relationship management.Finally,this essay will come up with some strategic proposals about the Wechat marketing strategy of luxury brands.