Research On Digital Marketing Exploration Of Luxury Brand Burberry In The Perspective Of Media

The topic is mainly based on the Chinese luxury consumer market.Summarize the law and purpose of its dissemination,make a preliminary assessment and analysis of its current status and effects in the context of the media,integrate the problems of luxury brands in digital marketing,propose improvements,and effectively promote the spread of Chinese local brands.Brand communication provides reference and reference.The author believes that the digital marketing strategy of luxury brands is that social media,opinion leaders and e-commerce go hand in hand.Platform marketing relying on social media is the tipping point.Luxury brands use Weibo,WeChat and live broadcast platforms to gain attention;interactive communication based on opinion leaders is the focus,and star,professional and online opinion leaders enhance the audience’s attention to the brand;As one of the world’s most famous luxury brands,Burberry has been in the Chinese mainland market for 26 years.While determining the popularity,it also experienced the problems of flooding the cottage products and closing the store.Therefore,from 2010 to 2017,Burberry has launched Weibo,WeChat,applications,and official vertical online shopping platforms,integrating most of the online marketing communication methods to cope with the problems that existed before.At present,domestic research on Burberry tends to choose a single perspective for analysis.Through the in-depth case analysis of the luxury brand Burberry,this paper summarizes some problems in the current digital marketing of the luxury goods industry,that is,the traffic is equal to the sales volume,the precision marketing is not well used;the multi-platform integrated marketing is insufficient in depth;crosscultural When disseminated,centralized management methods amplify cultural differences.At the same time,the author also proposed corresponding solutions to these three problems.