Study Of Luxury Brand Marketing Strategy

China's contemporary luxury goods consumption is originated in the 1990s.Along with the rapid development of China's economy and the rise of brand consumer groups,China has rapidly entered the ranks of the largest consumer of luxury goods in the past decade with its rapidly growing international market share.The major international luxury brands have taken root in China's first-tier cities and gradually extended to second-and third-tier cities.Huge market potential and large consumer groups continue to attract luxury brands in various fields to settle in China.Looking at the Chinese luxury goods market,it has reached an unprecedented prosperity.The brand marketing strategy runs through the whole process from establishment to success of a brand,and is updated and upgraded with the changes in the market environment.Brand marketing strategy is the key to brand marketing,enterprises should take the principle of brand values as their basis to deeply inquire into the needs of target groups and establish the brand image through product,price,promotion,and channel combination strategies to enhance brand competitiveness and promote market sales.Luxury brands are different from ordinary brands.There are also differences between the marketing strategies of luxury brands and ordinary brands.The marketing strategy of luxury brands focuses on highlighting brand culture stories and brand values,and then builds its high-end brand image with superior quality and stylish design,thereby contributing to consumers'value choices.First of all,this article combs the related concepts of brand,brand marketing,luxury brand,etc.,sums up the characteristics of luxury brand and luxury brand marketing.Then,taking the Hermes brand as an example and the 4P marketing theory as the framework,it analyzes the traditional marketing strategies of luxury brands.The product strategies of luxury brand is highlighting the differences,creating a sense of scarcity,and pushing classic pieces.The price strategy is positioning high-end people to adopt high-price strategy,and explore the Hermes unique "distribution system".The promotion strategies include three parts,advertising,press and public relations.The place strategy is restricts the sales and distribution channels,and fully control all sales channels.Next,in terms of luxury brands' digital marketing strategy,social media,opinion leaders and e-commerce go hand in hand.Reliance on social media platform marketing is a tipping point,luxury brands use Weibo,WeChat and Live platform to get attention.Interactive communication based on opinion leaders is the focus point,celebrity,professional editor and internet blogger opinion leaders have increased their attention.E-commerce in the age of individuality is a terminal point,the ultimate goal of brand marketing is to guide audience consumption in and complete digital marketing procedure.Finally,this paper discusses the integration of luxury brand tradition and digital marketing from three aspects:channel,resources,and experience.Through the analysis of multi-brand cases,the author believes that the current luxury brand marketing has problems in the selection of opinion leaders,the spread of brand content,the fusion of tradition and digitalization,and proposes reasonable solutions to the problems.