精品產業的Facebook行銷策略 - 個案研究: Louis Vuitton, Gucci,Burberry -

Abstract

A few years ago, it was a ”should or could the luxury go online” question while it is now a fact that the luxury brands are going online and further to social media in the era of WEB2.0. It is now the question for luxury brands on “how to market online well.” It is observed that Facebook marketing contributes significantly and corresponds to the core of the communication strategy of luxury brands. Thus, Facebook marketing facilitates a real luxury web experience. This paper is the first paper examining the concurrent Facebook practices of luxury brands with three case studies, Louis Vuitton, Gucci and Burberry. After the reviews of both luxury industry, with its communication strategy, and then of Facebook, the empirical studies are conducted by the method of observation and analysis of secondary data on both “brand offline” and “brand online”, on two aspects of website and on Facebook marketing. The contribution is to assess the performance and effectiveness of Facebook marketing to luxury brands on four dimensions – IMC, CRM, WOM and consumer behavior from AIDMA to AISAS. The value of this paper is to provide managerial indications to utilize Facebook marketing particularly for brands in luxury sector and/or brands that aim at positioning luxurious by reviewing three luxury case studies. Conclusively, there are five implications for managers: monitoring, measurement, quality content, the differences of luxury strategy from general marketing strategy and “T-S.T.P” (Technological factor in Segmentation, Targeting and Positioning). Nevertheless, there are some limitations of the paper, such as the dynamic characteristics of Facebook; the non-filtering of user-generated content (UGC) and a geographic access limitation and user profile differences. Further studies are suggested on topics: “What are the determinant factors of the value of a Fan page? Further, what is the weighting of each determinant factor as to the value of the page?” and “How do brands get attention among the massive information from the multi-sources which is also updatable dynamically by any user?”