本文選題：信息時代　切入點：社交購物　出處：《北京服裝學院》2017年碩士論文　論文類型：學位論文

【摘要】：隨著信息時代的高速發(fā)展,數(shù)字技術(shù)的發(fā)明使得人們能在互聯(lián)網(wǎng)這個虛擬世界范圍活動,人類突破時空限制。它既是人類現(xiàn)實生活的延伸,也可以不需要實際存在作為基礎(chǔ)。信息技術(shù)不僅對人類生活方式有著深刻影響,同時潛移默化的改變著人們的生活習慣。社交購物平臺基于此而形成,它可以滿足消費者的多種需求,比如商品信息搜尋,購物經(jīng)驗分享,與線上的他人建立和維護關(guān)系等。社交購物逐漸成為消費者、品牌企業(yè)進行線上活動的主要選擇。本文首先對信息時代、奢侈品和社交購物三個概念分別進行闡述,對于信息時代的發(fā)展特征、奢侈品品類與品牌的等級細分和社交購物優(yōu)勢都做了細致的闡述。在此基礎(chǔ)上,搜集相關(guān)權(quán)威機構(gòu)發(fā)布的數(shù)據(jù),分析社交購物平臺的初始形態(tài)特點、消費者與品牌層面的影響等；再有選擇具有代表性奢侈品社交購物平臺國外的Net-A-Porter、國內(nèi)的Ofashion進行了深入的分析；最后,通過總結(jié)以上研究得出結(jié)論。本文旨在從信息時代下社交購物的消費者、品牌企業(yè)的影響關(guān)系中找尋奢侈品在社交購物平臺內(nèi)的發(fā)展可能,通過社交購物平臺的精準社交營銷幫助奢侈品找到潛在客戶群,提升消費者與品牌互動關(guān)系,為未來發(fā)展出一份力。
[Abstract]:With the rapid development of the information age, the invention of digital technology enables people to move in the virtual world of the Internet, and human beings break through the limitation of time and space. It is an extension of human real life. Information technology not only has a profound impact on the human way of life, but also changes people's living habits. It can meet a variety of consumer needs, such as commodity information search, shopping experience sharing, building and maintaining relationships with others online, etc. Social shopping has gradually become a consumer, The main choice of online activities for brand enterprises. Firstly, this paper expounds the three concepts of the information age, luxury goods and social shopping, and discusses the characteristics of the development of the information age. The classification of luxury goods and brands and the advantages of social shopping are elaborated in detail. On this basis, the data released by relevant authorities are collected, and the initial characteristics of social shopping platform are analyzed. The influence of consumer and brand level; then select the representative luxury social shopping platform overseas Net-A-Porter, domestic Ofashion in-depth analysis; finally, The purpose of this paper is to find out the possible development of luxury goods in social shopping platform from the influence of consumers and brand enterprises in the information age. The precise social marketing of social shopping platforms helps identify potential customers for luxury goods, promotes consumer-brand interaction, and contributes to the future.
【學位授予單位】：北京服裝學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F713.36

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