• ISSN: 2301-3567 (Print)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly (2013-2014); Monthly (2015-2017); Quarterly (Since 2018)
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Mia Hu
    • Abstracting/ Indexing:  CNKIElectronic Journals Library, Ulrich's Periodicals Directory, MESLibrary, Google Scholar, and Crossref.
    • E-mail: joebm@ejournal.net
JOEBM 2021 Vol.9(3): 60-63 ISSN: 2301-3567
DOI: 10.18178/joebm.2021.9.3.656

Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example

Yang Furui
Abstract—In recent years, due to the popularity of new media based on technological advance, marketing strategy of luxury brand is now transforming imperceptibly. For the highly competitive luxury industry, using media to carry out effective publicity will help brands to identify and consolidate potential customers to seize more market share. As one of the representatives of luxury brands, Gucci has made a novel attempt in digital marketing, which has been well received as well as playing a significant role in building its brand image and product promotion. This paper will take the famous Italian luxury brand Gucci as an example to explore how to effectively transform the conventional marketing strategy of luxury brands into a more creative one in the context of new media.

Index Terms—New media, digital marketing, transformation of marketing strategy, Gucci brand.

Yang Furui is with China Agricultural University, Beijing, China (e-mail: 15309016288@163.com).


Cite:Yang Furui, "Analysis on Marketing Strategy of Luxury Brand under the Context of New Media: Taking Gucci as An Example," Journal of Economics, Business and Management vol. 9, no. 3, pp. 60-63, 2021.

Copyright © 2021 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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