| While the social economy continues to grow,the living standards of the general public are rising steadily,and their demand for high-quality goods is increasing year by year,which is particularly evident in the luxury industry.According to the latest luxury annual report released by Bain,the global luxury market sales growth rate in 2021 exceeded 13%,reaching 1.14 trillion euros.Of which the Chinese market accounts for about 21% of global sales,almost doubling the market size compared with 2020.On the one hand,it benefits from the return of overseas consumption.On the other hand,China’s luxury market demand shows explosive growth.The scale of China’s luxury market continues to expand,attracting major luxury brands to layout one after another.As the head brand of luxury industry,brand D leads the development and reform of the luxury industry.To maintain the brand’s status as a first-line luxury,brand D should not only give full play to the brand value,but also constantly explore and optimize new marketing methods to keep up with the changes of the Chinese market.Taking D brand as an example,combined with the development status of the company,this thesis analyzes the external environment of D brand through PEST analysis method and Porter’s five forces model.Then it analyzes the possible problems and causes of brand marketing strategy in the form of questionnaire and interview.Among them,the main problems are the traditional sales channels,the low degree of localization of brand promotion,the single product structure and the lack of personality of brand services.Finally,based on the relevant theories of marketing management and combined with the actual market situation,this thesis puts forward practical and effective optimization strategies.It mainly includes the optimization and integration of online and offline channels through channel strategy,the innovation of promotion methods through promotion strategy,and the provision of diversified and personalized services and products for customers through product strategy and process strategy.And this thesis puts forward three guarantee measures,mainly including strategic guarantee,human resources guarantee and technical guarantee,to ensure the effective implementation of D brand optimization marketing strategy.The research of this thesis can not only provide suggestions for the optimization of D brand marketing strategy,but also provide new ideas and inspiration for the formulation of marketing strategy of other luxury brands in China. |
