Author(s)

Chenxin Lou, Peipei Zhang, Mengli Zhu, Li Shen, Hongyan Li^*

Affiliation(s)

School of Digital Commerce, Zhejiang Yuexiu University, Shaoxing, 312000, Zhejiang Province, China.

Corresponding Author

Hongyan Li

ABSTRACT

With the development of China's economy and the improvement of people's living standards, the Chinese mainland market has gradually become an important strategic market for foreign luxury brands.Therefore, this paper selects LV, a world-famous luxury brand, as the research object, and studies the macro environment and micro environment of LV's marketing in China on the basis of analyzing the current situation of LV's marketing in China.It also analyzes the dilemmas faced by LV's marketing strategy in China and puts forward targeted suggestions.It is hoped that the writing of this paper will play a role in promoting the marketing of domestic luxury brands.

KEYWORDS

LV; Marketing strategy in China; Luxury brand

CITE THIS PAPER

Chenxin Lou, Peipei Zhang, Mengli Zhu, Li Shen, Hongyan Li. Analysis of LV’S marketing strategy in China. World Journal of Information and Knowledge Management. 2023, 1(1): 13-20. DOI: 10.61784/wjikm231109.

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