Communications in Humanities Research
- The Open Access Proceedings Series for Conferences
Communications in Humanities Research
Vol. 27, 03 January 2024
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Analysis of Marketing Strategies for China-chic Brands under the Perspective of Cultural Confidence
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Abstract
With the acceleration of the globalization process and the rise of cultural identity, cultural confidence has emerged as a crucial concept guiding contemporary trends. Against this backdrop, the China-chic culture, as an expression deeply rooted in local essence, exemplifies a nation or region's amalgamation of history, tradition, and modernity. Amid the surging popularity of the China-chic culture, brands associated with it demonstrate unprecedented momentum. These brands continuously evolve and elevate their marketing strategies to align with the consumption characteristics of the new era. In the perspective of cultural confidence, the captivating charm of China-chic marketing has made significant inroads in the current consumer market. Grasping this opportunity has become one of the focal points for these brands. This paper, set against the backdrop of the rise of the China-chic, employs methodologies like surveys and case studies to deeply analyze the current market status of China-chic brands. It delves into the underlying logic of their developmental paths and marketing strategies, aiming to offer valuable insights and practical references for more China-chic brands.
Keywords
Cultural Confidence, China-chic Brands, Marketing Strategies
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies
- ISBN (Print)
- 978-1-83558-257-2
- ISBN (Online)
- 978-1-83558-258-9
- Published Date
- 03 January 2024
- Series
- Communications in Humanities Research
- ISSN (Print)
- 2753-7064
- ISSN (Online)
- 2753-7072
- DOI
- 10.54254/2753-7064/27/20232098
- Copyright
- 03 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited