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. 53 , 01 December 2023
Open
Access | Article
Research on the Marketing Strategy of Perfumes of Luxury Brands - Taking Dior and Guerlain as Examples
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Abstract
In recent years, the perfume industry has developed rapidly in the domestic market. For different brands, they will have their own unique marketing methods and strategies. This made this study curious because the perfume market in China is also gradually emerging, and many of China’s own perfume brands are beginning to emerge. I think the analysis of successful marketing cases of old luxury brands can help our brand and provide some marketing ideas and experience. This study can also take this marketing strategy as the basis to compare Guerlain and Dior’s marketing methods to find the possibility of mutual improvement and progress so as to make perfume marketing go further. At the same time, because perfume is a very subjective product due to the differences in culture and customs, this study can also properly analyze the differences between hot perfumes at home and abroad and whether the consumer groups who buy perfume are the same, so as to find a more suitable marketing method for the domestic market.
Keywords
consumer, scene marketing, perfume market, niche and luxury brands
References
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3. Statista Research Department.Women’s Dior perfume and eau de toilette ranked by number of users in France from 2014 to 2020. Statista. [Online] Available at: https://www.statista.com/statistics/442633/leading-dior-perfume-for-women-in-france/
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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)
- 978-1-83558-153-7
- ISBN (Online)
- 978-1-83558-154-4
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/53/20230820
- 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