社群媒體從過去匿名制到實名制平台，發展至行動通訊軟體，品牌透過社群行銷可達到更精準的效果。而奢華品牌從以往排斥線上互動，到一腳跨進時裝秀直播，完全顛覆了奢華品牌只能傳統守舊的觀念。本研究探討社群行銷與奢華產業行銷文獻，並分析研究對象之個案品牌應用社群平台的現況，歸納其經營策略並提出實務建議。

本研究根據2015年BRANDZ全球奢華品牌排行榜品牌價值前十名之Louis Vuitton、Hermes、Gucci、Chanel、Rolex、Cartier、Prada、Burberry、Michael Kors與Tiffany應用社群網站Facebook、微網誌Twitter與新浪微博、影音分享平台YouTube、照片分享平台Instagram、即時通訊平台WeChat、LINE與Snapchat之2015年3月至2016年2月間的社群活動，分析奢華品牌目前於社群平台如何經營社群行銷，根據活動現況瞭解奢華品牌的行銷策略。

The socia media marketing become more efficient as social networks evolve from anonymity to real-name registration, and the newest application is instant messaging through mobile devices. In the past luxury brands resisted implementing social media marketing, but now it is not being conservative anymore, it even has live broadcasts of fashion shows today. This research will review literatures regarding social media marketing and luxury brands marketing, and then analyze the current usages on luxury brands’official accounts on social platforms, in the end will raise the practical recommendations for luxury industry.

The research subjects are based on 2015 BRANDZ top 10 luxury brands as follows, Louis Vuitton, Hermes, Gucci, Chanel, Rolex, Cartier, Prada, Burberry, Michael Kors and Tiffany. So this study is focusing on collecting data of these 10 luxury brands implementation on social platforms such as social networking, microblogging, vedio sharing, photo sharing and instant messaging. The period of the statistics are from 2015 March to 2016 Feburary for one year. The purpose of the research is to understand the social media marketing strategies of luxury brands.

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