基于仰视消费下的奢侈品牌营销攻略

The luxury brand marketing strategy based on upward consumption

随着我国奢侈品消费时代的来临,奢侈品消费已逐渐进入某些社会阶层,并有广阔的市场前景。本文从奢侈品牌的内涵入手,重点分析了仰视消费的心理与现实原因,并从公关、广告、情景营销、整合营销角度进行营销策略分析。

With the approach of the consumerism era, luxury industry has gradually entered some social strata and has broad market pros- pect. This article, starting with the connotation of luxury brands, mainly analyzes the psychological and practical reasons of upward con^ump~ tion and analyzes marketing strategies from the perspectives of public relation, advertising, scene marketing and integrated marketing.