新媒体环境下奢侈品品牌的营销策略研究

Research on Marketing Strategy of Luxury Brands under New Media Environment

随着我国人均收入不断增加,消费者购买能力逐渐提高,奢侈品在国内备受青睐。为了适应新媒体发展,奢侈品品牌纷纷加速线上市场的布局,以此迎合中国消费者的购物习惯。本文主要探讨在新媒体环境下,奢侈品品牌的营销现状,目前营销存在的主要问题,并对此提出相应的对策。

As my country's per capita income continues to increase,consumers'purchasing power gradually improves,and luxury goods are favored in China.In order to adapt to the development of new media,luxury brands have accelerated the layout of the online market to cater to the shopping habits of Chinese consumers.This article mainly discusses the marketing status of luxury brands in the new media environment,the main existing problems in marketing,and proposes corresponding countermeasures.