Title: The Strategies to Combat Counterfeit Luxury Goods: A Case Study of Chanel in China
Author: Tao Xinyue
Advisor: Dr. Zhang Li
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: 2nd National and International Academic Conference on Innovation and Management for Sustainable 15-16 December 2020 Click
Abstract
Addressing the prevalence of counterfeit products is a major challenge for Chinese luxury brands. These counterfeits not only pose a threat to sales but also to brand reputation and consumer trust, elements crucial for luxury brands like Chanel. The central problem addressed in this research is the challenge Chanel faces in effectively combating the prevalence of counterfeit products in the Chinese market. Counterfeit goods not only undermine Chanel’s brand integrity but also lead to significant revenue losses and damage consumer trust. The objectives of this study were: 1) To investigate the consumer behavior and factors in the purchase of counterfeit luxury products in China. 2) To examine the technological and marketing strategies to counteract counterfeit luxury products.
This study adopted a quantitative approach through the design and distribution of a structured survey questionnaire based on the social identity theory. At the conclusion of the data collection period, a total of 1,200 responses were received. Of these, 150 responses were discarded due to incomplete answers or inconsistencies, resulting in a total of 1,050 valid responses.
Through consumer surveys, this study found: 1) that consumer behavior in the luxury market was significantly influenced by perceptions of brand authenticity, price sensitivity, and perceived quality of counterfeit products, 2) and Artificial Intelligence (AI), Near Field Communication (NFC), and Radio-Frequency Identification (RFID), alongside effective digital marketing strategies, were found to positively influence consumer preferences for authentic products. Based on the above findings, this study finally provides some suggestions for Chanel to optimize its marketing strategy.
Keywords: counterfeit luxury goods, consumer behavior, digital marketing strategies, brand protection technologies.
The Strategies to Combat Counterfeit Luxury Goods: A Case Study of Chanel in China
6217195019 Tao Xinyue 2567 (2024) The Strategies to Combat Counterfeit Luxury Goods: A Case Study of Chanel in China สารนิพนธ์ (Independent Study), Advisor: Dr. Zhang Li, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University