| Issue |
E3S Web Conf.
Volume 218, 2020
2020 International Symposium on Energy, Environmental Science and Engineering (ISEESE 2020)
|
|
|---|---|---|
| Article Number | 01036 | |
| Number of page(s) | 5 | |
| Section | Research on Energy Technology Application and Consumption Structure | |
| DOI | https://doi.org/10.1051/e3sconf/202021801036 | |
| Published online | 11 December 2020 | |
Research on online marketing channel layout of luxury brands
Business School, Beijing Institute of Fashion Technology, Beijing, China
a 869209549@qq.com
b* Corresponding author: bift20130018@163.com
Based on the background that international luxury brands have entered the Chinese market in recent years and have carried out digital operation, this paper researches the channel layout of online marketing of luxury brands in China. And this paper analyzes the domestic market environment of luxury brands from four aspects of political factors, economic factors, social factors and technical factors, and analyzes the brands marketing layout from three aspects of new media channels, e-commerce channels and social retail channels. It is found that online marketing has a positive effect on brand management in the China’s market environment. Moreover, the boundaries among new media channels, e-commerce channels and social retail channels tend to be blurred. Each channel has its own advantages, and brands need to match their own positioning with channel economy.
© The Authors, published by EDP Sciences, 2020
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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