Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 49 , 01 December 2023
Open
Access | Article
Dior China Cultural Trend Marketing Analysis
* Author to whom correspondence should be addressed.
Abstract
The development history of Dior brand in China market can be traced back to 1980s, when Dior was one of the first international luxury brands to enter the China market. After more than 30 years' efforts, Dior brand has occupied an important position in China market, and according to the characteristics and changes of China market, effective cultural trend marketing strategies have been formulated. This thesis analyzes the cultural trend marketing strategy of Dior brand in Chinese market, and mainly discusses the following aspects: Dior brand's products, prices, channels and promotion strategies, similarities and differences between Dior brand and Chinese traditional culture, Dior brand's attention and adaptation to the young consumer market, and Dior brand's competitive advantage and future vision in Chinese market. The article points out that Dior brand has won the recognition and love of consumers in China by combining Chinese cultural elements, innovating product design, improving service quality, enhancing value expression, and using various media platforms to attract and interact with consumers, and has become the representative of luxury goods industry in China.
Keywords
customers, strategy, marketing
References
1. Batat, W., & Batat, W. (2019). Customer experience to keep up with changing consumer and new luxury consumption trends. The New Luxury Experience: Creating the Ultimate Customer Experience, 55-74.
2. Rehman, A. U. (2022). Consumers' perceived value of luxury goods through the lens of Hofstede cultural dimensions: A cross‐cultural study. Journal of Public Affairs, 22(4), e2660.
3. Li, J. L., Li, W., Wang, Z., Wang, Z., & Zhang, X. (2021, June). The Future of Marketing Chinese Luxury Brands. In 2021 International Conference on Enterprise Management and Economic Development (ICEMED 2021) (pp. 159-166). Atlantis Press.
4. Li, Z. (2021, December). Luxury During the Epidemic: The Rise of the Chinese Market. In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) (pp. 1744-1748). Atlantis Press.
5. Tessitore, A. (2018). Can a Chinese good-enough brand reach the level of a Western well-known brand? The case of Christian Dior and ochirly.
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-145-2
- ISBN (Online)
- 978-1-83558-146-9
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/49/20230492
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited