Abstract
China has become the second largest market of luxury brands in global, and its market sharing is predicted to have a large increase. Thus, it can be urgent for luxury companies to prepare updated marketing strategies for the Chinese market. This article focuses on how the internet impacts in the field of marketing. Taking GUCCI as a sample, this study is regarding the new characteristics of the era of Internet, especially the impacts of Internet brought to the field of marketing strategy and the challenges of novel coronavirus, trying to figure out what changes have taken place in the marketing strategies of luxury brands in China under the Internet era.
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Wang, L. (2022). The Change of Marketing Strategies of Luxury Brands in China Under the Internet Era. In: Li, X., Yuan, C., Kent, J. (eds) Proceedings of the 5th International Conference on Economic Management and Green Development. Applied Economics and Policy Studies. Springer, Singapore. https://doi.org/10.1007/978-981-19-0564-3_13
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DOI: https://doi.org/10.1007/978-981-19-0564-3_13
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