How digital influence international luxury brand to make strategic plan

• Main Authors: Chen,Chi-Ching, 陳季青
• Other Authors: Chung, Hui-Ming
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/51403806185197011660

碩士 === 國立交通大學 === 管理學院高階主管管理碩士學程 === 103 === Before the advent of the internet, brands utilized traditional advertising to the public. And now, all brands compete to develop Internet marketing in order to provide consumers with integral information. Through this trend towards digital advertising, the relationship between consumers and brands has been changing. This trend requires brands to recruit more talented people in order formulate new ideas, new development directions and marketing strategies. This paper is going to take three international fashion brands as examples and discusses how their new marketing strategies are coping with global technical changes. Because of the Internet’s booming development and mobile devices’ popularity during these years, consumers’ shopping patterns for international fashion brands has been changing. We’re going to use brands’ annual sales to analyze the effects caused by these changes and take advantage of SWOT analysis to analyze what strategies these brands should implement the global business trend toward digital advertising. In recent years, international fashion brands’ marketing strategies have been affected by this trend and thus have been developing a new model. And at the incitement of the Internet and social media, new advertising mode and global connection fashion shows have been becoming essential development directions. The target customers have been changing, due to the popularity of the internet, resulting in a younger target group. Brands have been taking advantage of the opportunity to target this group by implementing advertising strategies that utilize the digital technology to analyze how international fashion brands link with the Internet . Community networking is one of the most obvious developments in the age of the Internet. And in the age of booming social media, brands also need to pay attention to the rapid changes in consumer habits. The development of e-commerce is the trend of a new era. However, this development will definitely generate challenges for the brand. How to maintain the status of the brand, including both brand image and brand characteristics, and overcome the potential threats as well as achieve good finical performance for these companies is the main focus of this paper.