| With the rapid development of China’s economy and the constant increase of social consumption standards, luxury consumer groups rise abruptly. According to the Research Report of China’s Luxury Market in2012, released by Bain Company in Shanghai on December2012, Chinese consumers have become the biggest luxury consumer group around the world, and Chinese luxury consumption has occupied25%of the world, which make China’s luxury market the focus of the world. Meanwhile, with the popularity of socialized media marketing on the Internet, twitter sprung up everywhere around China in recent years, and as of the end of December2012, the number of Chinese twitter user has reached309million. Many luxury companies have aimed at this new-born public transmission channel and started their luxury twitters marketing.This essay states the concepts of public transmission, luxury, twitters marketing, and their main characters respectively through theoretical introduction and analyzes problems of luxury marketing that exist in the pattern of traditional public transmission in detail. In the accordance of the trend of consumer groups, luxury twitter marketing arises at the historic moment as the consumption climate and the pattern of public transmission behavior changed. After investigating current situation of twitter marketing of some luxury companies, the author analyzes the advantages and the disadvantages of luxury twitter marketing exhaustively on the basic of the classical5W theory from the aspects of participants, patterns, content and the effect of transmission and takes LOUIS VUITTON (LV)’s sina weibo (the famous luxury brand) as the object of the study to carry out a comprehensive empirical study, analyze LV’s twitter marketing strategy, summary its successful experience, point out its deficiencies, integrate theory with practice and give some personal suggestions on luxury twitter marketing.The innovation of this essay is that the author combines the most popular digital age public transmission methods, analyzes on the basic of the economic background and applies transmission theories to twitter marketing. In the course of the study, the author also integrates theory with practice, applies document analysis method, case analysis method, comparison method and other research methods and provides comparatively reasonable and scientific basis for the ultimate formation of the research. |
