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Statics of Luxury Brand Communication Based on the Case Study of LV

Author: ChangYi
Tutor: ZhangLei
School: Zhejiang University of Technology
Course: Communication
Keywords: Luxury Brand Communication Marketing Public Relationship Louis Vuitton (LV)
CLC: F273.2
Type: Master's thesis
Year: 2012
Downloads: 437
Quote: 0
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Abstract


With the fast economical development in China, social consumption has been increased constantly, the rich sprung up as well. Thus, the customer group of the Luxury is expanding and Chinese Luxury market draws global attraction.In 1992, Louis Vuittion opened its first brand shop in Wang Fujing, Beijing, China. Since then, the history of the Luxury Marketing Communication has been 20 years which witnesses the fast development of Chinese economy. According to Rise of Chinese Luxury Market, by McKinsey 2011, the gross sale of Luxury in China is 80 billion RMB. The next five years will witness an average development of 18% per year. It’s hoped that till 2015, China will have overtaken Japan to become the largest Luxury market all over the world.In this backdrop, the thesis is combined with four chapters: detailed analysis of the theory and concept, conclusion of the cultural core and factors, summary of the target customer and the market features based on the comparison with different brand communication models. Combined the theory of marketing public relation, case analysis of communication practice of Louis Vuitton in China, the author gives a conclusion of the strategies and tactics of the Luxury Brand Communication. The thesis ends up with deep thinking to the image promotion, brand orientation and development of Chinese local luxury brands of the global meltdown.

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