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Analysis of the Online Marketing Model of Luxury Brands: Dior as an Example
- 1 Henan University of Technology
- 2 Ningxia University
- 3 Handan No.1 Middle School
* Author to whom correspondence should be addressed.
Abstract
With the continuous increase of China's per capita income, it has gradually transitioned from the past subsistence consumption level to the current well-off level, and the purchasing ability of consumers has gradually improved, so luxury goods in China are becoming more and more popular, making China become one of the largest consumer countries. However, due to the raging epidemic and fast fashion brands, the rapid rise of light luxury brands, and the Internet, the development of luxury goods in China is also in a dilemma. To adapt to the development of new media, luxury brands have accelerated the layout of online markets to cater to consumers' shopping habits. Therefore, the research on the online marketing model of luxury brands has particular practical significance. In this paper, Dior is the main body to analyze it. Firstly, it introduces the background and competitiveness of the target brand Dior and expounds on the current situation of luxury online marketing in China by analyzing the marketing methods of Dior in the different modes of traditional and new media. In addition, the effect of Dior in the network marketing mode is shown and evaluated. Finally, the future development prospect of the online marketing of luxury brands is put forward.
Keywords
Dior, network marketing, new media
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Cite this article
Chen,X.;Hai,Y.;Qin,J. (2023). Analysis of the Online Marketing Model of Luxury Brands: Dior as an Example. Advances in Economics, Management and Political Sciences,21,18-23.
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Volume title: Proceedings of the 2023 International Conference on Management Research and Economic Development
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