当奢侈品遇到草根网红-以积家邀请Papi酱推广为例_英语论文

When Luxuries Meet Grass-root Internet Celebrity—Taking Example of Papi Jiang Who Served as A Promoter of Jaeger LeCoultre  

摘要

现如今全球经济式微，世界经济正在发生结构性变局。全球奢侈品行业业绩大跌，众多奢侈品牌忙于自救，积家也不例外。

而互联网的广泛使用，使得很多产业迅猛发展。依赖于互联网的自媒体更是焕发出了蓬勃生机，其发展速度之快更是引起了众多投资者的关注。Papi酱更是吸金千万，成为2016年度网红之最。

2016年积家邀请Papi酱为其做推广，此举引发巨大争议。一些媒体和消费者表示出了对该宣传的质疑，他们认为利用网红进行宣传会影响其品牌形象以及消费者的购买决策。但另一些消费者则表示：Papi酱让更多的人认识到了积家，培养了一批潜在客户，此举值得赞赏。

本文分析如今国际奢侈品利用网红经济为其品牌赢得人气的现象，以国际名表积家邀请网络红人Papi酱为例，探究其中的原因以及利弊，发现此举虽在短期上有利于借网红背后的粉丝力量提高奢侈品的关注度，但是由于奢侈品牌的定位是优雅、神秘、奢华，与网红的许多特质并不相符，从长远来看，并不利于奢侈品步入国际市场，反而会弄巧成拙。本文旨在借此例来找出真正适合积家一类奢侈品的在国际上的生存之道。

关键词：奢侈品 网红 营销 积家 自救

Abstract

At present, the weakening economy has caused a structural transformation of the global industry. The performance of global luxury industry is not very good, with lots of brands trying their best to save themselves and Jaeger LeCoultre is not an exception.

However, the widespread use of Internet has contributed to the development of some industries. Based on the Internet, self-media grows even stronger and more vibrant, attracting attention from lots of investors. Papi jiang, who absorbed tens of million yuan last year, has been the most successful Internet celebrity throughout China.

In 2016, Papi jiang was invited by Jaeger LeCoultre to promote its products, which has aroused great controversy. Some media and consumers condemned the propaganda since the possibility that Internet celebrity would degrade the brand image and exert negative influence on the purchasing decision of consumers. The other consumers, however, hold the opposite opinion. They think Papi jiang has encouraged many people to get to know the brand and cultivated a group of potential customers.

The paper is aimed to analyze the phenomenon that international luxury to get promotion by the help of internet celebrity. Taking the example of Papi jiang, the promoter of Jaeger LeCoultre, it is found that the move would increase the focus greatly in the short term by the power of the fans. But in the long run, it would impede the luxury to march into international stage since the characteristics of positioning of luxury-elegance, extravagance and mystery-is not match to those of online celebrity. By citing the example, this paper is designed to find the suitable way of survival for Jaeger LeCoultre.

Key words: Internet celebrity, Jaeger LeCoultre, Papi jiang, luxury, marketing strategy

Contents

摘 要 1

Abstract 2

Chapter 1 Introduction 3

Chapter 2 Marketing Strategies and Influences of Jaeger LeCoultre 6

2.1 Introduction of Jaeger LeCoultre 6

2.2 Former Strategies and Influences 7

2.2.1 Inviting Big Stars as Spokespersons 7

2.2.2 Enjoying a Stable Effect 8

2.3 Current Strategies and Influences 8

2.3.1 Inviting Internet Celebrity as Spokesperson 8

2.3.2 Causing Great Controversy 9

Chapter 3 Causes of Change in Marketing Programs 11

3.1 Current Economic Situation 11

3.2 Rapid Development of Internet Celebrity 11

3.3 Decline of Former promoter's popularity 12

3.4 Expanding the Market To the Young 12

Chapter 4 Causes of Failure of New Strategy 13

Chapter 5 Future Development Strategies 15

5.1 Maintaining Core Position of It's Brand 15

5.2 Maintaining High Price 15

5.3 Enhancing Cooperation with Other Third-party Platform 16

5.4 Conducting Exacting-Marketing 16

5.5 Cultivating Special Culture 17

Chapter 6 Conclusion 19

Acknowledgments 21

References 22