Value investment strategies based on the company’s marketing characteristics: Taking the Luxury Industry as an Example
DOI:
https://doi.org/10.61173/42yvhf20Keywords:
Corporate Marketing Methods, Luxury Industry Corporate, Value InvestingAbstract
In recent years, the marketing of the luxury industry has developed rapidly, and luxury investment based on value pursuit and spiritual pursuit has gradually risen. However, traditional value investment strategies ignore the impact of corporate marketing on corporate valuation, let alone pay attention to the new changes in the development of the luxury industry. In this context, this paper first studies the development trend of value investment strategy in the Internet era and explores the key factor of corporate marketing; secondly, the luxury industry as an example to explore the necessity of updating the value investment strategy of the luxury industry, and finally analyzes the marketing characteristics of the luxury industry and proposes the value investment strategy of the luxury industry based on the company’s marketing characteristics. The basic principle is to calibrate the company’s valuation through the marketing characteristics of digital enterprises and then invest concerning the principles of traditional value investment strategies to obtain returns.
References
[1] .Benjamin Graham, David Dodd. Security Analysis[M]. Mc Gnaw Hill Inc., 1934.
[2] .Warren E Buffett, Lawrence A. Cunningham. The Essays of Warren Buffett: Lessons for Investors and Managers[M], John Wiley & Sons Inc., 2013.
[3] .Markowitz H. Portfolio Selection [J]. The Journal of Finance, 1952, 7(1): 77-91.
[4] .Stephen A. Ross. The Arbitrage Theory of Capital Asset Pricing [J]. Journal of Economic Theory,1976, 13(3): 341-360.
[5] .Eugene Fama, Kenneth French. Value versus Growth: The value premium: rational, irrational, or random[J]. Managerial Finance, 2003: 57-75.
[6] .JIANG Lianxiong, LAN Ziyuan, XU Yifan, WU Shuilong. Research on the impact of brand architecture strategy on corporate value and its mechanism[J].Foreign Economics & Management,2022,44(11):3-28.
[7] .ZHANG Liping ,YANG Xingquan,CHEN Xudong.Manager power, internal pay gap and firm value[J].Journal of Economics and Management,2013,(05):5-17.
[8] .BAI Guiyu ,XU Xiangyi ,XU Peng.Enterprise Scale, Dynamic Competition Behavior and Enterprise Performance—— Based on the Panel Data of High-tech Private Listed Companies[J].Economic Management,2015,37(07):54-63.
[9] .Yang Zhiqiang ,Shi Benren.Executives‘ fairness preference, private control income and firm value——Empirical evidence from the industry benchmark of A-share listed companies[J]. Journal of Finance and Economics,2014,40(03):124-134.
[10] .Christodoulides, G. and Wiedmann, K.-P. Guest editorial: a roadmap and future research agenda for luxury marketing and branding research. Journal of Product & Brand Management, 2022,31(3), pp.341–350.
[11] .Hennigs, N., Wiedmann, K.-P., Klarmann, C. and Behrens, S. The complexity of value in the luxury industry: From consumers’ individual value perception to luxury consumption. International Journal of Retail & Distribution Management, 2015,43(10/11), pp.922–939.
[12] .Magdalena Kasztalska, A. The Economic Theory of Luxury Goods. International Marketing and Management of Innovations international scientific e-journal,2017, 2(2451-1668), pp.77–87. Dean&Francis
[13] .Danziger, P.N. Major Challenges Facing The Luxury Market In 2020, And Opportunities For Brands That Lean Into Them. [online] Forbes.2019.
[14] .Loeb, W. Luxury Brand Prices Rise Sharply – Will It Cut Demand? [online] Forbes. 2022.
[15] .Wang, Y. A conceptual framework of contemporary luxury consumption. International Journal of Research in Marketing, 2020,39(3), 788–803.
[16] .Bian, Q., & Forsythe, S. Purchase intention for luxury brands: A cross-cultural comparison. Journal of Business Research, 2012,65(10), 1443–1451.
[17] .Cai Yuxuan, Li Juan.Analysis of luxury brand pricing strategy in the new luxury era[J].Western Leather,2020,42(07):24-26.)
[18] .Han Hongmei.“ Analysis of luxury marketing strategy under the background of „Internet+“[J].China Market,2021(30):116-117.)
[19] .Hughes. C., V. Swaminathan, G. Brooks. Driving brand engagement through online social influencers: An empirical investigation of sponsored blogging campaigns. Journal of Marketing, 2019,83 (5), pp. 78-96
[20] .Atwal, G., Williams, A. Luxury brand marketing – The experience is everything!. J Brand Manag,2009, 16, 338–346.
[21] .Chapman, A., & Dilmperi, A. Luxury brand value cocreation with online brand communities in the service encounter. Journal of Business Research,2022, 144, 902–921.
[22] .CHEN Xiaohong,YU Tao.Research on the Relationship between Marketing Ability on Technological Innovation and Market Performance: An Empirical Study Based on China‘s Small and Medium-sized Listed Enterprises[J].Science of Science Research,2013,31(04):585-595.
[23] .Lu Gang, Bai Guiyu.Management power, marketing behavior and corporate value——A case study of private listed companies[J].Dong yue Review,2015,36(10):107-111.
[24] .Fei Xianzheng , Jiang Wen, Wang Haiyan. Cold and warm „self“ knowledge: a study on the matching effect of selfconsciousness state and luxury advertising communication style in the use of social media[J/OL].Foreign Economics & Management,2023,09(01)1-18.
Downloads
Published
Issue
Section
License
Copyright (c) 2024 by the authors.
This work is licensed under a Creative Commons Attribution 4.0 International License.
