Analysis of Chanel's Marketing Under The Global Epidemic and Consumption "Younger"

Shengjia Yang

doi:10.54691/bcpbm.v38i.4192

Authors

Shengjia Yang

DOI:

https://doi.org/10.54691/bcpbm.v38i.4192

Keywords:

Marketing, SWOT analysis, Marketing Mix Theory.

Abstract

In the era of gradually "younger" consumption, luxury goods are still a category of products sought after by consumers, and Chanel is one of the many sought-after luxury brands. The purpose of this article was to explore what advantages Chanel has in marketing to secure its position in luxury goods and how Chanel can better develop in the future in the context of "younger" consumption and the global impact of the Corona Virus Disease 2019. This article utilized the Marketing Mix Theory in the SWOT analysis method to analyze Chanel. This article concludes that Chanel has the characteristics of high-quality products. This meets the needs of different consumers and can gain customer loyalty to a large extent. However, the target group of the product is locked, which makes the male customers the potential to lose. The means of promotion is too single, and the market positioning of place is too It is too limited. As a result, the consumer group does not increase but decreases, and there are problems in the location of publicity and physical stores, which will lead to the loss of potential customers.

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