Research On The Marketing Strategy Of Clothing Luxury Brands Based On Mobile Internet

Internet Plus Initiative was established in Premier Li Keqiang’s government work report during 2015 NPC & CPPCC, to integrate of mobile internet, cloud computing, big data, IOT with modern manufacture, to guide the healthy development of e-commerce, industrial internet and internet finance, and to facilitate the internet companies to develop international markets. Moreover the idea of Internet Plus is challenging the traditional marketing tools with abundant alternatives that are usually more agile.Based on the latest theories and practice, this essay focused on decision making, positioning, communication and customer relation management of a luxury brand impacted by mobile internet. Luxury marketing must develop products, service and culture that resonate with the customers’ values, adjust the regarding products, users, the market and value chain, in order to adapt to the changes.This essay studies the success cases of Burberry, Louis Vuitton, Dior and analyses the new methods including the convergence of online and offline marketing, the shift into mobile e-commerce, new media marketing, data-driven decision making, micro-targeting.This essay combines the inspiration from the practice of global brands on the platforms of Weibo, WeChat and APPs, with the traditional marketing theories of 4Ps, 4Cs and 4Rs, thus to give strategic suggestions to Chinese premium fashion brands.