奢侈品牌在社交媒体电商平台的传播策略分析  

Analysis of the Communication Strategies of Luxury Brands on Social Media E-Commerce Platforms

作　　者：肖舒文 张庶萍[1] XIAO Shuwen;ZHANG Shuping(Beijing Institute of Fashion Technology,Beijing 100029,China)

机构地区：[1]北京服装学院,北京100029

出　　处：《商业观察》2024年第28期47-50,共4页BUSINESS OBSERVATION

基　　金：北京服装学院研究生科研创新项目(NHFZ20240144)。

摘　　要：随着数字化进程的加速,传统营销方式正在经历重大变革。社交媒体等数字化平台已成为新一代消费者获取奢侈品信息的主要途径,社交媒体电商这一新型商业模式也逐渐成为奢侈品牌传播与营销的重要渠道。为了帮助奢侈品牌更好地适应数字化时代面临的挑战和机遇,提供有针对性的营销策略建议,文章从奢侈品牌与社交媒体电商的定义出发,探讨奢侈品牌在该平台的发展背景,并指出传播困境;通过探究社交媒体电商的传播特性,归纳出四大关键传播策略,以促进奢侈品行业的繁荣发展。With the acceleration of the digital process,the traditional marketing methods are undergoing major changes.Digital platforms such as social media have become the main way for the new generation of consumers to obtain luxury information,and the new business model of social media e-commerce has gradually become an important channel for the communication and marketing of luxury brands.In order to help luxury brands bett er adapt to the challenges and opportunities in the digital age,the paper provides targeted marketing strategy suggestions.Based on the definitions of luxury brands and social media e-commerce,this paper discusses the development background of luxury brands on the social media e-commerce platform and points out the communication dilemma.By exploring the communication characteristics of social media e-commerce,four key communication strategies are summarized to promote the prosperity and development of the luxury industry.

关 键 词：奢侈品牌 社交媒体电商 传播策略 数字化 

分 类 号：F724.6[经济管理—产业经济] F723