Author(s)

Yapeng Wei

Corresponding Author

Yapeng Wei

ABSTRACT

Based on the analysis of the background of the post-epidemic era and combined with the luxury industry's industrial characteristics and development status, this paper summarizes the current development trend of the times and the psychology of consumers as the core of consumer activities. Secondly, through the defect identification of the superstructure and the analysis of measures taken by enterprises at the present stage, it is put forward that luxury enterprises can realize a sustainable business model dominated by the digital economy and supplemented by a circular economy through intelligent transformation. In other words, the circular economy is regarded as a helpful supplement to the digital economy, thus realizing the organic combination of the two. Then, according to the current development trend, this paper provides relevant suggestions on innovative digital marketing about orderly expansion for luxury enterprises after a transformation. Specifically, enterprises can cooperate with marketing development through both online and offline methods in the post-epidemic era. Finally, this paper further deepens the research results in the empirical study of Dior to fill the theoretical gap in the development of the luxury industry in the post-epidemic era.

KEYWORDS

Post-epidemic era, Transformation, luxury Retail