Analysis of Chanel's Marketing Strategy

Abstract

With the rapid development of China's economy, the living standard and economic level of consumers have improved, and they also have certain material pursuits, and their demand for luxury goods also increases. In recent years, due to the epidemic situation, the sales volume has fluctuated greatly since 2019, and the epidemic situation will improve in 2021, with a bright future. This article takes Chanel as the research object, using 4p marketing theory and swot analysis method to analyze what kind of marketing strategy changes Chanel should make to better respond to market changes in the case of numerous peer competition and many external factors. This article strives to analyze the shortcomings of Chanel's marketing strategy in China and optimize it. Chanel's marketing strategy focuses on meeting the needs of consumers and pursuing sales. However, due to price reasons, Chanel faces a fixed group of consumers and has a large space for market development.