Research on the Marketing Strategy of LVMH in the Chinese Market under the Background of New Media

Sixuan Li

doi:10.54254/2754-1169/49/20230470

Research Article

Open access

Published on 1 December 2023

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Li,S. (2023). Research on the Marketing Strategy of LVMH in the Chinese Market under the Background of New Media. Advances in Economics, Management and Political Sciences,49,9-14.

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Research on the Marketing Strategy of LVMH in the Chinese Market under the Background of New Media

Sixuan Li *^,1,

¹ University At Buffalo, 12 Capen Hall, Buffalo, United States

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/49/20230470

Abstract

China’s new media has developed rapidly in recent years, and society has entered the era of new media. At the same time, China’s economic level is developing rapidly, and people’s living standards are also greatly improved. The demand for luxury goods is greatly increased. The huge population makes China become the largest consumer of luxury goods. In this context, various luxury brands have different marketing strategies for the China market. As one of the world’s largest luxury goods companies, LVMH is bound to change its marketing strategy for China market. In addition to an overview of the topics and trends covered in the relevant literature, this paper mainly discusses the impact of new media on the luxury industry and how the luxury industry should change in the new media environment. For some academics and marketing managers of luxury brands, this paper can provide some theoretical basis and is of great reference for changing marketing strategies.

Keywords

luxury, luxury brands, Chinese market, new media, marketing strategy

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References

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Cite this article

Li,S. (2023). Research on the Marketing Strategy of LVMH in the Chinese Market under the Background of New Media. Advances in Economics, Management and Political Sciences,49,9-14.

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About volume

Volume title: Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Conference website: https://www.icftba.org/

ISBN：978-1-83558-145-2(Print) / 978-1-83558-146-9(Online)

Conference date: 8 November 2023

Editor：Javier Cifuentes-Faura

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.49

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

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