Luxury Marketing in the Age of Network Traffic

Abstract

As the world's largest luxury brand, Louis Vuitton enjoys a high reputation in the eyes of consumers. Its success depends not only on its experience in producing leather products, but also on its marketing strategy. Taking Sina Weibo (Chinese Twitter) fan economic marketing as the starting point, this paper combs and summarizes previous studies on fan economy, and combines the principle of social interaction to study whether the interaction of brand, spokesperson and fan economy will affect the willingness of consumers to interact with the brand and the satisfaction of endorsement activities. And hope to have a significant positive impact on the brand products and the brand blog release dynamics. Finally, some suggestions will be given from the perspective of Louis Vuitton's future development to increase the sustainability and rationality of investment.