A Study of the Luxury Brand Marketing Strategy and Its Influence on Consumers

DOI

10.2991/aebmr.k.220603.046How to use a DOI?

Keywords

Luxuries; Consumer Behavior; Marketing; Luxury Brands; Brand identities; Market research; Market Strategy; Consumers; Analysis; Luxury consumption

Abstract

The concept of luxury consumer goods has been extended from ancient times until modern times, when industrialization and the progress of social system have made the trade of goods more liberal. Luxury goods have gradually changed from being the exclusive goods of the privileged class to a kind of consumer goods and have been accepted by some consumers. However, luxury goods have never gotten rid of their class and wealth attributes. On the contrary, most of the luxury brands use their luxury characteristics and symbols to package the brand itself to achieve the marketing effect. This paper intends to study and analyze the marketing mix and models of luxury companies in today’s society and to consider whether they have an impact on consumers. It is found that the marketing of luxury goods is diverse and complex. It is more of a model to create a trend and to stimulate consumers’ desire to buy. Moreover, luxury brands need to discover a larger market and create their own brand images and identities through new technologies and communication media.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Yuyang Wei
PY  - 2022
DA  - 2022/07/01
TI  - A Study of the Luxury Brand Marketing Strategy and Its Influence on Consumers
BT  - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022)
PB  - Atlantis Press
SP  - 275
EP  - 280
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220603.046
DO  - 10.2991/aebmr.k.220603.046
ID  - Wei2022
ER  -