Analyzing the Marketing Strategy of Luxury Brands from the Perspective of Luxury Brand Positioning -- Taking Rolex Watches as an Example

Abstract

Based on Rolex's sales situation, market overview and marketing strategy in the past 5 years, this paper analyzes Rolex's strategic objectives in 2024, aiming to make a reasonable and rational inference about Rolex's sales strategy in 2024. This paper mainly uses the literature survey method and case analysis method, through the comprehensive analysis of sales, secondary market stability, brand positioning, distributor cooperation, price strategy, innovation and other aspects of each year, to get part of the development strategy planning of Rolex. This study shows that luxury brands need to actively innovate in brand creation and product marketing. The Rolex brand needs to dynamically analyze the development situation of the industry in the new era, focus on digital marketing strategies, and break the traditional marketing model under the application of media carriers and modern technological means. Expand the scope of corporate services and luxury brands through the "online + offline" integration model. This can not only help enterprises to create greater economic benefits, but also stabilize the development position of enterprises in the industry, which is an inevitable trend of the development of the luxury industry in the direction of digitalization.