Research On The Promotion Strategy Of Chanel Brand Value

In recent years,with the economic development and the improvement of people’s living standards,consumption upgrading has become the general trend.In addition to purchasing daily necessities,the amount of consumption for luxury goods will also continue to grow in the future.Purchasing luxury goods has become a consumption trend.However,since the global health emergencies,the sales volume of luxury enterprises has generally declined.Brand value is the primary factor that determines the performance of luxury enterprises.Therefore,this paper takes Chanel brand as an example to study the strategy of brand value promotion.At the same time,previous luxury related studies mostly focused on exploring the aesthetic value of luxury goods,so this study can make up for the deficiency of the current luxury brand theory research to a certain extent.For the research of brand value strategy,firstly,by studying the relevant literature and combing the relevant concepts of brand and luxury,this paper determines to carry out the analysis and Research on the promotion of brand value based on the customer-based brand equity model.In order to ensure that the theory fits the reality,the questionnaire survey method is adopted to ask Chanel consumers about the difficulties and problems in improving Chanel’s brand value.By analyzing the average score of the items,it is concluded that the current brand value construction mainly exists.Through the average score of the questionnaire,the problem of brand value construction is found;Combined with the problems,conduct in-depth interviews with brand staff and consumers to find out the causes of the problems;Finally,the promotion strategy is put forward according to the causes.The problem of brand saliency is that the identification difference is not obvious and the popularity is low.The main reason is that the identification system is not clear and the relationship between consumers and the brand is poor.The optimization strategy is to upgrade the identification system and expand sales channels.In terms of brand connotation,it is considered that the high-grade level is lower than other luxury brands and can not meet the shopping needs of customers.The reason is that the brand homogenization is high and the definition of brand culture construction is low.It can be solved by emphasizing the high quality and personalization of products and promoting the construction of brand culture.In terms of brand response,the product affordability is not high and the brand social identity is low,mainly due to the lack of product diversity and the brand’s failure to bear social responsibility,which can be solved by implementing brand extension and improving reputation risk management measures.In terms of brand resonance,the main problems are the lack of brand belonging and poor active intervention of consumers.The causes are the backward construction of brand relationship media and the lack of active intervention channels for consumers.The optimization scheme is to promote the construction of virtual brand community and promote consumers’ active intervention.Through the case study of Chanel’s brand value promotion,this paper aims to find the common influencing factors of brand value construction of luxury enterprises,put forward optimization strategies for Chanel’s brand value promotion,and provide theoretical reference for the brand development of other luxury enterprises.More importantly,due to the short time for luxury enterprises to enter the domestic market,they often lack practical measures with long-term brand construction significance.In view of this,this paper provides rich practical enlightenment.