| With the rapid development of science and technology,advanced interconnected technologies such as artificial intelligence,cloud computing,virtual reality,Internet of Things,and sensors have been gradually applied,resulting in an intelligent media form that can intelligently match information with user needs,driving social ecology and life.way changes.In the era of smart media,traditional marketing strategies may not be suitable for the digital environment.Strategic companies try to build new marketing models through transformation,including the luxury apparel industry.The innovative marketing brought by the era of intelligent media has become famous,and its application and development in the field of clothing has made breakthroughs.However,due to the particularity of luxury goods,its acceptance of online marketing is relatively lagging behind.However,the trend of the times is irreversible.Under the background of SMART media,how the luxury clothing industry can use the dividends of the times to transform its marketing model and how to build a digital bridge between enterprises and consumers are important directions of current research.Based on the systematic marketing concept,starting from the general environment of the ATM era,this paper first analyzes the current marketing environment and the status quo of the luxury clothing brand industry according to the characteristics of the ATM era,from the perspective of technology and communication,and proposes a luxury clothing brand.Development difficulties faced in the process of development.Secondly,based on the ecological changes and trends of luxury clothing brand marketing,it summarizes the transformation of brand marketing strategy thinking from traditional to intelligent in the era of ATMs.Finally,combined with luxury marketing cases,starting from the three elements of scene,community and content,constructing a luxury clothing brand ATM marketing strategy,and applying it to the platform design,and finally producing a multi-functional integration of social networking and shopping.Intelligent innovation platform.Through the research on the marketing transformation of luxury clothing brands in the ATM environment,try to supplement the strategies related to ATM marketing of luxury clothing brands,and provide research perspectives and ideas for academic researchers.The future development of quasi-luxury platforms provides innovative thinking and cases,and provides inspiration and reference for industry managers and practitioners. |
