本文選題：奢侈品 + 電子商務　； 參考：《對外經濟貿易大學》2016年碩士論文

【摘要】：中國奢侈品市場在過去10年經歷了高速的發(fā)展,同時,互聯(lián)網的出現(xiàn)也從根本上改變了傳統(tǒng)商務模式,并對消費者行為產生了深遠的影響。互聯(lián)網使人們更便捷的接觸到各種資源,也成為了信息交流溝通的平臺。在如今全球危機的壓力下,奢侈品行業(yè)面臨著巨大的挑戰(zhàn),奢侈品品牌正在逐步轉換過去對于互聯(lián)網謹慎的態(tài)度,在力求保持產品獨特性,稀缺性的同時,互聯(lián)網似乎給奢侈品行業(yè)帶來了生機。不管對于奢侈品巨頭如LVMH,歷峰集團,亦或是意大利等地的家族品牌,如何在經濟衰退的環(huán)境下繼續(xù)保持行業(yè)的穩(wěn)步增長是各大奢侈品公司需要解決的難題。這也使得探索新的商務模式從而優(yōu)化營銷,銷售,供應鏈變的更為緊迫。然而電子商務的特性本身與奢侈品的社會屬性相互沖突,因此如何能夠結合電子商務的優(yōu)勢并保留奢侈品營銷本身價值屬性,成為奢侈品電子商務化的重要課題。本文通過探究奢侈品的屬性,研究電子商務的特點以及優(yōu)勢結合國內外成功和失敗的經驗,提出了關于在我國實施奢侈品電子商務營銷的一些想法和意見。第一部分我們簡單探討了奢侈品行業(yè)發(fā)展電子商務的研究背景和意義,接下來本文對奢侈品和電子商務理論成果進行了簡單的綜述并深度分析了奢侈品行業(yè)的特點及電子商務的優(yōu)劣點。第四部分本文討論了一些奢侈品牌在發(fā)展電子商務中遇到的問題,并在第五部分提出了一些可行性解決方案以及如何使互聯(lián)網同整體品牌定位品牌形象吻合的建議。在這部分,本文也提供一些成功的奢侈品品牌網絡實踐以供參考。文章的最后一部分對全文進行了總結并闡述了有待進一步探討的問題。
[Abstract]:China's luxury goods market has experienced a rapid development in the past decade. At the same time, the emergence of the Internet has fundamentally changed the traditional business model, and has had a profound impact on consumer behavior. Internet makes people more convenient access to all kinds of resources, but also become a platform for information exchange and communication. Under the pressure of today's global crisis, the luxury goods industry is facing enormous challenges. Luxury brands are gradually changing their past cautious attitude towards the Internet, while striving to maintain the uniqueness and scarcity of their products. The internet seems to have brought life to the luxury industry. Whether for luxury giants such as LVMH, Richemont, or family brands in Italy, how to keep the industry growing steadily in a recession is a big problem for luxury companies. This also makes it more urgent to explore new business models to optimize marketing, sales, and supply chains. However, the characteristics of e-commerce itself and the social attributes of luxury goods conflict with each other, so how to combine the advantages of e-commerce and retain the value attributes of luxury marketing has become an important subject of luxury e-commerce. By exploring the attributes of luxury goods, studying the characteristics and advantages of e-commerce combined with the experience of success and failure at home and abroad, this paper puts forward some ideas and opinions on the implementation of E-commerce marketing in China. In the first part, we briefly discuss the research background and significance of the development of electronic commerce in luxury goods industry. Then this paper makes a brief review of the theoretical achievements of luxury goods and e-commerce and analyzes the characteristics of luxury industry and the advantages and disadvantages of e-commerce. The fourth part discusses the problems encountered by some luxury brands in the development of e-commerce, and puts forward some feasible solutions in the fifth part, as well as some suggestions on how to make the Internet fit with the brand image of the whole brand positioning. In this part, this article also provides some successful luxury brand network practice for reference. The last part of the article summarizes the full text and expounds the problems to be further discussed.
【學位授予單位】：對外經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F723;F724.6

【參考文獻】

相關期刊論文 前3條

1 范小婷;;萎縮的奢侈品本土消費[J];寧波經濟(財經視點);2015年03期

2 ;B2C網站搶灘奢侈品 2010年來行業(yè)融資已破4億美元[J];商場現(xiàn)代化;2012年17期

3 龔振;何小莉;;基于奢侈品消費動機的營銷策略[J];企業(yè)活力;2008年06期

，

本文編號：1845907