Value investment strategies based on the company’s marketing characteristics: Taking the Luxury Industry as an Example

In recent years, the marketing of the luxury industry has developed rapidly, and luxury investment based on value pursuit and spiritual pursuit has gradually risen. However, traditional value investment strategies ignore the impact of corporate marketing on corporate valuation, let alone pay attention to the new changes in the development of the luxury industry. In this context, this paper first studies the development trend of value investment strategy in the Internet era and explores the key factor of corporate marketing; secondly, the luxury industry as an example to explore the necessity of updating the value investment strategy of the luxury industry, and finally analyzes the marketing characteristics of the luxury industry and proposes the value investment strategy of the luxury industry based on the company’s marketing characteristics. The basic principle is to calibrate the company’s valuation through the marketing characteristics of digital enterprises and then invest concerning the principles of traditional value investment strategies to obtain returns.