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Optimization Analysis of Chanel's Marketing Strategy in China
- 1 Accounting Major, School of Accounting, Capital University of Economics and Business, Beijing, China 100070
* Author to whom correspondence should be addressed.
Abstract
The background of this study is that Chinese consumers' luxury consumption concept is changing, and digital marketing is increasingly important. The research topic focuses on the marketing strategy of Chanel women's wear in the Chinese market, aiming to put forward targeted suggestions through in-depth analysis. The research method is a combination of literature review and case study. The results show that Chanel needs to focus on refined marketing of the characteristics of the Chinese market, consumer behavior analysis and strategy adjustment under the background of the epidemic, as well as digital transformation and marketing strategy innovation. The study concluded that Chanel should balance the development of online and offline channels, deeply explore the brand story, flexibly respond to market changes, and pay attention to the concept of sustainable development .The significance and impact of this study lie in not only assisting Chanel in achieving fresh breakthroughs and development within the Chinese market, but also in offering valuable insights for other luxury brands in terms of marketing strategy and brand establishment in China.
Keywords
Chinese market, luxury consumption concept, Chanel women's wear, marketing strategy, digital transformation
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Cite this article
Qu,Z. (2025).Optimization Analysis of Chanel's Marketing Strategy in China.Advances in Economics, Management and Political Sciences,160,1-6.
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Volume title: Proceedings of the 4th International Conference on Business and Policy Studies
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