Research On Optimization Of Content Marketing Strategy Of M Brand In Luxury Industry

In the era of "content is king",In the era when content is king,the importance of content in brand marketing is increasingly prominent.In terms of brand,good content can increase brand added value;In terms of sales,good content can also indirectly promote sales.At present,the Internet is developing at a high speed.In 2021,the Internet penetration rate in China will be 73%,including 1029 million mobile Internet users.1 The rich number of users provides rich soil for content marketing.Brand M has been in the Chinese market for more than 12 years,witnessing the development and rise of content marketing in the Chinese luxury market.Now,the Z era has become the main force in the luxury consumer market.In response to the grabbing of this generation,the content war between luxury brands has become increasingly fierce.This paper takes M brand’s content marketing as the research object,based on relevant theoretical knowledge,and aiming at the problems of M brand’s content marketing in the Chinese market,puts forward the optimization method of M brand’s content marketing based on the Chinese market.The core task and goal of this paper is to build a sound and reproducible content marketing strategy for M brand.First of all,this paper introduces the relevant concepts of content marketing,combining traditional marketing theory,and expounds the differences between domestic and foreign content marketing.Through the introduction of the current situation of M brand content marketing,this paper analyzes the differences between its content marketing and the content marketing of higher quality luxury brands,which lays the foundation for the subsequent discovery of the shortcomings of M brand content marketing and the provision of optimization suggestions.Then,this paper used the method of questionnaire survey to distribute 400 questionnaires,interviewed 2 senior brand consumers,3 internal colleagues,respectively,the manager of Northeast China,the manager of the store with the highest annual sales,and a channel cooperation manager of the marketing department.It is concluded that M brand content marketing has the following problems: "single content,solidified structure,strong sales attributes,lack of emotional resonance,secondary content creation defects,low channel distribution".The main reasons for these problems are: "weak production capacity of brand content,low expansion capacity of content communication channels,unclear marketing purpose,lack of management and maintenance of UGC2,and imperfect private domain operation".Finally,through the problems and causes,combined with my own learning and work experience,the following optimization suggestions are given: improve brand content creation ability,cross platform cooperation ability,enhance UGC guidance ability,enrich content expression forms,and promote users’ emotional resonance.