Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market

Ziyi Cheng

doi:10.54254/2754-1169/109/2024BJ0129

Research Article

Open access

Published on 12 October 2024

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Cheng,Z. (2024). Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market. Advances in Economics, Management and Political Sciences,109,122-129.

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Research on the Optimization of Marketing Strategies Based on Brand Image: How Gucci Adapts to the Current Chinese Market

Ziyi Cheng *^,1,

¹ International Economics and Trade, Chongqing Institute of Foreign Studies, Chongqing, China

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/109/2024BJ0129

Abstract

GUCCI is a world-renowned luxury brand that is loved by Chinese consumers. With the development of society and the advancement of science and technology, the competition of luxury brands has become more and more fierce, which has also led to the bottleneck of the sales of the GUCCI brand in the Chinese market in recent years. This article will explore the cultural background of the GUCCI brand, the marketing model for the Chinese market, and the current Chinese luxury market, and use the SWOT model to analyze, read literature, and study individual cases to optimize GUCCI's marketing strategy and derive its methods to adapt to the current Chinese market Through the exploration of this study, it is found that GUCCI can be sold through a combination of online and offline methods, develop brand ambassadors in multiple ways, and use social media for advertising. Set up a second-hand market and promote the concept of environmental protection. Set up an innovative experience camp to improve consumers' experience in the field of luxury brands. Adapting the GUCCI brand to the current development of the Chinese market.

Keywords

Marketing strategy, SWOT analysis, Marketing analysis

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References

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About volume

Volume title: Proceedings of ICEMGD 2024 Workshop: Innovative Strategies in Microeconomic Business Management

Conference website: https://2024.icemgd.org/

ISBN：978-1-83558-593-1(Print) / 978-1-83558-594-8(Online)

Conference date: 26 September 2024

Editor：Lukáš Vartiak, Xinzhong Bao

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.109

ISSN：2754-1169(Print) / 2754-1177(Online)

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