Research on the 4R Marketing Strategy of Chanel

Background: Chanel is a French luxury brand established in Paris in 1910, It has a variety of categories, all of them with a high level of craftsmanship. In the latest corporate rankings, Chanel ranks high among the worlds top 100 brands. Problem Definition: In this paper, considering Chanels high annual sales and loyal customer relationships, this paper studies how Chanel conducts marketing that balances brand interests and customer relationships. Result: To make the analysis clearer, I used the 4R marketing model. Research has shown that Chanel's high-end and fashionable product line, traditional and innovative brand concept, and meticulous service make its reputation and image highly attractive, better seize market opportunities, and give it a high position in the hearts of consumers, representing identity and wealth, thus making brand interests and customer relationships complement each other.