The Omni-channel Retailing Strategy Research Of Luxury Brand Z

With the high development of global economy and technology,people's lifestyle and habits have changed greatly,and the traditional offline retail mode is evolving to the diversified omni channel retailing integrated online and offline.As the luxury consumption more mature market and consumer groups tend to be younger,the marketing strategy and tactics of luxury goods all need further optimization to promote,for example in this paper,we discuss the research of luxury brand Z,because one marketing strategy to the conservative,prompted a crisis,the market share need to seek a reasonable whole channel marketing strategy to further enhance sales.Due to their own attributes,the omni-channel marketing approach for luxury goods is different from that for general consumer goods.Due to the differences in brand image,culture and background,different brands choose omni-channel marketing strategies differently.This article by luxury and the channel characteristics and link,read all kinds of related literature,collecting a large number of data,the internationally renowned luxury brands and all existing channel marketing analysis of actual case,luxury goods related to the study of the whole channel marketing strategy,and on this basis,the customer experience,purchasing behavior and brand image three principles as the center,combined with the characteristics of Z brand of all channels of the Z brand marketing strategy design guidance is given.This research not only has the function to the enterprise marketing channel optimization,has the instruction significance to the enterprise entire marketing management work;The goal of omni-channel marketing and the implementation plan of omni-channel marketing have strong pertinence and operability,which can be used for reference to make marketing strategy,especially channel strategy for the same industry.