Research On The E-marketing Communication Strategy Of Luxury Brands In China

After the reform and opening up,with the development of China's economy,consumers' purchasing power is increasing.The development of information technology and Internet economy are becoming more and more mature.So that the mass media and audience habits have changed.More and more consumers are shifting their attention away from traditional media to more convenient and timely Internet access to new media.This trend has also gradually affected the development of luxury brands in mainland China.Although China has become the world's second largest luxury consumer country,the factors of economic policy,cultural background and the complex luxury consumption motives,many traditional luxury brands are not well developed in the Chinese market and experienced the dilemma of "store closure" and the proliferation of fake goods.This is because luxury brands do not have a correct understanding of China's E-economy and the luxury consumption habits.Therefore,how to use the network reasonably and fully to carry out brand marketing communication is the problem that all luxury brands who developing in China should be faced.Louis Vuitton,one of the world's most famous luxury brands,has been in the mainland market for 25 years.It has also experienced a lot of difficulties in determining its popularity.Therefore,from 2010 to 2017,Louis Vuitton has successively opened Weibo,WeChat,APP,online shopping platform,etc.,integrated most of the network marketing communication means.At present,researches on Louis Vuitton in China tend to choose a single point of view for analysis,and there are few literatures on the comprehensive analysis of multiple network marketing communication methods.So this article wants through to the luxury brands in China's development dilemma and the network marketing mode of transmission selection background,Louis Vuitton in a number of network marketing communication platform strategy analysis to explore the Louis Vuitton market integration in China what are the advantages and disadvantages of network marketing communications,and run their respective advantages and disadvantages of these.This article through the analysis of the role of the official website of the integration of information,online shopping platform of marketing channel construction,WeChat symbols transmitted,Weibo's public relations and interactive function,the application deepen the connotation of the brand,niche audience,It is believed that traditional luxury brands need to integrate the existing effective network marketing communication methods and combine the characteristics of luxury brands to enhance the user's stickiness.The emerging luxury brands need to define brand positioning to choose the right channel for combination,avoiding excessive and increasing cost burden.Hope that this article research results can provide all the luxury brand that operate in China with a new way of thinking,finally to help it realize its strategic target and development better in China.