Open AccessThe Analysis of Louis Vuitton’s Marketing Strategy in China Based on the 4P Model and Brand Marketing
Author(s) -
Jingyi Wang,
Lushan Yu
Publication year - 2021
Publication title -
bcp business and management
Language(s) - English
Resource type - Journals
ISSN - 2692-6156
DOI - 10.54691/bcpbm.v16i.272
Subject(s) - marketing , china , advertising , business , marketing mix , marketing strategy , strengths and weaknesses , marketing research , brand strategy , marketing management , political science , psychology , social psychology , law
China, as an emerging market in the global luxury industry, has drawn a lot of attention from luxury brands. However, many traditional luxury brands have not achieved the desired benefits in this broad market of China. This study adopts a qualitative research approach of case study, analyzes the strengths and weaknesses of Louis Vuitton's marketing mix strategy and brand marketing strategy in recent years. The study shows that Louis Vuitton's marketing efforts in China have been effective in recent years. However, its marketing strategies could be improved in terms of choosing celebrity endorsements, expanding marketing channels, increasing exposure, and balancing tradition with innovation. This article hopes to provide some marketing ideas for luxury brands that want to develop better in the Chinese market.