B. Resolution of problem
Reflexion on existing luxury brand online communication strategy in China, find the success factors of digital communication for luxury brands through the past experience.
C. Feasibility study
Secondary research:
Theory and literature study
D. Case study:(Resources will be gathered through researcher’s internship”
1-MAC: as a brand that mainly targets young generation, it uses digital tools (social media) frequently to promote not only the products and events, also the spokesmen.
2-Dior: 1 bag 2 perfume 3 Zhao Liying
3-Mikimoto: in order to open the China market, Mikimoto announced Dilireba as their spokesperson, it published its posters on many popular social media, however, as a high end luxury jewelry brand which focused on pearl, in its slogan, the word ‘pearl’, it spells wrongly as ‘preal’.
Primary research: Expert interview + focus group + questionnaires
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