Dior China Cultural Trend Marketing Analysis

Abstract

The development history of Dior brand in China market can be traced back to 1980s, when Dior was one of the first international luxury brands to enter the China market. After more than 30 years' efforts, Dior brand has occupied an important position in China market, and according to the characteristics and changes of China market, effective cultural trend marketing strategies have been formulated. This thesis analyzes the cultural trend marketing strategy of Dior brand in Chinese market, and mainly discusses the following aspects: Dior brand's products, prices, channels and promotion strategies, similarities and differences between Dior brand and Chinese traditional culture, Dior brand's attention and adaptation to the young consumer market, and Dior brand's competitive advantage and future vision in Chinese market. The article points out that Dior brand has won the recognition and love of consumers in China by combining Chinese cultural elements, innovating product design, improving service quality, enhancing value expression, and using various media platforms to attract and interact with consumers, and has become the representative of luxury goods industry in China.