Bai, H (2018) Omni-Channel Communication Strategies as A Way to Create Consumer Value – Evidence from Luxury Fashion Retailers in Mainland China. In: 4th International Colloquium on Design, Branding and Marketing, 05 December 2018 - 07 December 2018, Hasselt University, Hasselt, Belgium.

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Abstract

The ways that adopted by luxury fashion retailers to promote their brands and communicate with consumers and consumers’ lifestyles, particularly consumption behaviour, have being dramatically changed by the fast growth of technology, especially in relation to the Internet and increasingly advanced electronic mobile devices (Chaffey and Ellis-Chadwick, 2016). The Internet user has reached 800 million in mainland China, and it has already accounted for one fifth of global users (Bonetti et al., 2017). Moreover, because of the fast growth and strong performance of (online) new world media, the question of ‘whether online new-world media will replace traditional media’ (evidenced by the decline of many printed media outlets) has been debated (Verhoef et al., 2015). Therefore, omni-channel communication strategies, rather than multi-channel communication strategies, are increasingly important for luxury fashion retailers to respond to fast changing consumer lifestyles, and to create additional value for target consumers in China.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
Divisions:	Liverpool Business School
Date Deposited:	07 Feb 2019 10:50
Last Modified:	13 Apr 2022 15:16
URI:	https://researchonline.ljmu.ac.uk/id/eprint/9885

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