| Over the past few years, China’s luxury consumer groups are growing as the world’s leading force in the purchase of luxury goods, the market economy has been in a sustained growth trend. With the rapid development of new media in the moment, WeChat marketing has become a popular marketing model. Released in 2015 the economic benefits of the top ten luxury brands in China report hall (www.chinabgao.com), including nine opened a number of micro channel public, respectively is:Hermes, Louis Vuitton LV, Prada, Gucci, Chanel Chanel, Cartier, Bo Baili Burberry, Hennessy Hennessy, Tiffany Tiffany. In this paper, through the analysis of the nine luxury brands in the 2015 release of all advertising samples to analyze the spread of its platform on the WeChat platform for the domestic high-end brand shaping strategy to provide reference.This paper is divided into two parts, the introduction and the body part.The introduction part discusses the research background, significance, research methods of this paper. Research background, the current research on luxury brands at home and abroad mainly concentrated in two aspects:A is a luxury brand image research, the second is luxury advertising strategies on the microblogging platform. As the luxury goods in China to open WeChat’s public number is not long, so the study of luxury advertising on the WeChat platform to spread the strategy is little. Research meaning, the purpose of this paper is to provide reference for the domestic high-end brand shaping strategy. Research methods mainly include data collection method, content research method, sum up method, comparison method.The body part is divided into five chapters. The first chapter of this paper, the definition of luxury, the luxury goods classification, composition and operation symbols to explain the symbols in advertising, and Maslow needs five level theory points; quantitative analysis of the second chapter of the nine luxury brand advertising related data, based on the statistics of the nine luxury brand released in 2015 on the WeChat platform all advertising sample text, analysis of the average amount of reading, the average amount of points like, release time band; the third chapter of the luxury brand in the WeChat platform of content marketing, on the one hand, through natural language advertising word of the whole sample to extract high-frequency words, combined with semiotic theory and specific cases, summed up the classification and advertising language commonly used high-frequency words. On the other hand, a correlation analysis of high frequency vocabulary use and consumer psychology combined with consumer psychology; the fourth chapter of luxury Brand platform symbols used in the summary in the micro channel, the summary of luxury advertising symbols commonly used categories, high-frequency words use rules and advertising symbol significance; chapter five prospects and suggestions, this chapter combines the first four chapters of the study, from advertising text from the form, content and release time and the consumer’s psychological aspects to provide suggestions for China to construct local luxury brands... |
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