Research on Cultural Marketing Strategies of Global Luxury Brands in China

Nowadays, consumers are increasingly paying attention to the cultural value of brands during consumption, and their purchasing decisions are more inclined toward cultural identity.The importance of brand cultural marketing strategies in the development process of brands has been increasingly emphasized.In this context, this paper focuses on luxury brand Louis Vuitton(LV),using qualitative research methods such as literature analysis, content analysis, online ethnography and participant observation, to summarize LV's cultural marketing approaches in China over the past five years, thereby revealing its cultural marketing strategies and characteristics.The research shows that "cultural long-termism" has become the strategic standard for LV's brand marketing.When conducting cultural marketing, the brand employs cultural narratives as a thread to form an all-round cultural marketing strategy encompassing "cultural narrative expression + visual symbol display + immersive experience + digital interaction + cultural promotion and publicity," thereby narrating and developing its unique brand culture.Meanwhile, the brand cultural strategies has three characteristics: diversification of brand culture narrative, achieving value enrichment through collaborations, and adjusting the strategies based on cultural differences for local adaption, achieving a two-way construction of cultural identity between brands and consumers.