消费降级背景下直播电商助力奢侈品品牌的营销策略研究

Research on the Marketing Strategies of Luxury Brands Assisted by Livestreaming E-Commerce in the Context of Consumption Downgrading

摘要: 本文立足于消费降级大环境，系统研究奢侈品品牌面临的挑战以及直播电商助力下的营销策略，探讨了品牌大众化与稀缺性的矛盾，指出了品牌面临传统客群疏离与向往型消费者流失的双重困境。电商直播可以从搭建内容直播、精选主播特质、打通公私域流量传播等营销策略入手，助力奢侈品品牌在保持距离与适度触达中建立动态平衡，更好实现品牌价值的持续增长。

Abstract: Grounded in the context of consumption downgrading, this paper systematically examines the challenges faced by luxury brands and their marketing strategies facilitated by livestreaming e-commerce. It explores the inherent contradiction between brand democratization and scarcity, identifying the dual dilemma of traditional customer alienation and the loss of aspirational consumers. The study proposes that e-commerce livestreaming can assist luxury brands in establishing a dynamic balance between maintaining distance and achieving moderate accessibility through strategic approaches such as constructing content-driven livestreams, selecting streamers with congruent traits, and integrating public and private domain traffic for communication. This contributes to the sustained enhancement of brand value.