Research on Cultural Marketing Strategies of Global Luxury Brands in China

—— Take LV as an Example

DOI

10.2991/978-2-38476-541-6_34How to use a DOI?

Keywords

Cultural marketing strategy; brand marketing; luxury brand

Abstract

Nowadays, consumers are increasingly paying attention to the cultural value of brands during consumption, and their purchasing decisions are more inclined toward cultural identity. The importance of brand cultural marketing strategies in the development process of brands has been increasingly emphasized. In this context, this paper focuses on luxury brand Louis Vuitton(LV),using qualitative research methods such as literature analysis, content analysis, online ethnography and participant observation, to summarize LV’s cultural marketing approaches in China over the past five years, thereby revealing its cultural marketing strategies and characteristics. The research shows that “cultural long-termism” has become the strategic standard for LV’s brand marketing. When conducting cultural marketing, the brand employs cultural narratives as a thread to form an all-round cultural marketing strategy encompassing “cultural narrative expression + visual symbol display + immersive experience + digital interaction + cultural promotion and publicity,” thereby narrating and developing its unique brand culture. Meanwhile, the brand cultural strategies has three characteristics: diversification of brand culture narrative, achieving value enrichment through collaborations, and adjusting the strategies based on cultural differences for local adaption, achieving a two-way construction of cultural identity between brands and consumers.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yaran Wang
PY  - 2026
DA  - 2026/02/26
TI  - Research on Cultural Marketing Strategies of Global Luxury Brands in China
BT  - Proceedings of the 2025 5th International Conference on Culture, Design and Social Development (CDSD 2025)
PB  - Atlantis Press
SP  - 292
EP  - 302
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-541-6_34
DO  - 10.2991/978-2-38476-541-6_34
ID  - Wang2026
ER  -