后疫情时代Dor品牌营销策略的转向及成效分析i

Transformation and effectiveness analysis of Dior brand marketing strategy in post-pandemic era

近两年,由于疫情对国际贸易的限制,“无接触社交”“居家办公”“宅经济”等生活方式影响了人们的消费模式和消费观念,对彰显生活品位和社会地位的奢侈品需求迅速缩减。在此背景下,以往高高在上的奢侈品牌该如何顺应市场需求对传统和成熟的运营模式作出改变,成为各奢侈品牌避不开的现实问题。文章对Dior品牌的营销策略进行了相应的调查研究,分析了疫情背景下采取的4种有效应对措施,以期为服饰品牌营销策略的优化转向提供有效的依据和借鉴。

In the past two years, due to the restriction of international trade caused by the pandemic, “contactless social networking” “home office” “home economy” and other lifestyles have affected people’s consumption patterns and consumption ideas, and the demand for luxury goods highlighting life taste and social status has been rapidly reduced. In this context,how to adapt to the market demand and change the traditional and mature operation model has become a realistic problem that luxury brands can not avoid. This paper makes a corresponding investigation and research on the marketing strategy of Dior brand, and analyzes four effective countermeasures taken under the background of the pandemic, in order to provide an effective basis and reference for the optimization and transformation of clothing brand marketing strategy.