Vinna eller försvinna : Det västerländska lyxvarumärkets integration i Kina: digital marknadskommunikation och kulturella skillnader

Sammanfattning

The paper studies cultural differences in marketing communication between the West and China, as well as how marketing communication differs between different Western luxury segments, in which extend luxury brands Louis Vuitton, BMW and Rolex use standardized or localized marketing strategies when integrating on digital platforms in China. The study draws attention to China as a unique phenomenon where great interest in luxury is mixed with new technology and strict political conventions. Previous research has drawn attention to the tendency of Western luxury brands to localize when designing marketing communications in China. Cultural differences have a great impact on which communication is most effective. Unlike Western countries where luxury brands can communicate self-expression and uniqueness, luxury brands in China need to highlight social symbols that clearly convey how the luxury brand benefits Chinese consumers in important social contexts. The researcher in this study has been inspiredby the research method grounded theory where the researcher performs a qualitative analysis in the form of a self-constructed analysis model. Analysis is carried out using open coding where the researcher finds indications, patterns, similarities and differences for how marketing communication differs between different Western luxury segments in China. The results of the study show that Louis Vuitton's marketing communication is localized to the greatest extent, Rolex's marketing communication is localized the least, uses a standardized marketing strategy and BMW has a mix between standardized and localized marketing strategies.