Cultural Communication Strategies of Luxury Brands in The Era of New Media

Abstract

With the development of media technology, network and new media increasingly affect people's way of life and cultural dissemination. At the same time, in the enterprise competition in the 21st century, besides product quality and service value, the contest of brand culture also occupies the core position. Based on LV and Gucci's e-commerce and online marketing cases, second-hand materials and literature review in recent years, this paper analyzes the effect and impact of luxury brand culture communication strategies and puts forward suggestions. The research found that the creation and development of a luxury brand can not be separated from a strong cultural core. The brand usually has a long history, artistic halo, sense of dignity, and cultural precipitation, which makes each luxury unique. How to rely on new media technology to formulate a cultural communication strategy in the new media era is an urgent problem for the luxury brand. If the communication strategy is used properly, it can bring good benefits to the luxury brand and give a more profound cultural connotation.