Research On Scene Marketing In Luxury Brand Communication

With the development of our society and the iteration of technology,users are increasingly becoming nodes in the global Internet.The upgrading of media systems and changes in communication methods continue to influence our lives and broaden the extension of our senses.The era of scene has gradually arrived,and scene have become the object of academic research and the target of industry construction.The concept of the scene originated in film studies and originally referred to a specific time and space in which an act or a person’s activity took place,but later entered the field of sociology as social processes changed and evolved,it developed in the study of journalism and communication.In the context of the evolution of modern society,the scene has evolved and taken on new meaning in a connected environment,becoming one of the main methods used in brand communication.In this paper,luxury brands are selected as the target of scene marketing research,and the impact of scene marketing on brand development is analyzed through the brand communication scenes constructed by luxury brands,and the representative luxury brands LOEWE,Balenciaga,Maison Margiela and MACKAGE.Through the scene analysis model constructed by scholar Yu Guoming,this paper analyses the behavioral flow of consumers entering the brand-constructed scene,and combines the data obtained through questionnaires and interviews to broaden the diverse subjects of scene construction in the behavioral intention dimension,and elaborates on the dimensions of consumer demand,scene types and their constituent elements,discussion of scene construction subjects,and the construction of scene behavioral intention respectively,and The discussion is combined with actual cases of luxury brand development and relevant effect data.The results of the questionnaires and interviews show that consumers prefer the value needs and the deeper connotations behind the products provided by luxury brands,their interest in augmented reality scenes and their preference for symbolic elements,the co-creation of scenes between brands and consumers to attract consumers to enter the scenes,and the positive influence of scenes on consumers’ intention to share and stay in them.Finally,based on the results of the questionnaire and interviews,the paper proposes practical suggestions for optimizing the various dimensions of scene marketing,with a view to providing practical guidance for the development of luxury brands and the precipitation and transformation of brand values,as well as the resonance of values between consumers and brands.