基于信息时代的奢侈品社交购物研究

发布时间：2018-03-14 00:42

本文选题：信息时代　切入点：社交购物　出处：《北京服装学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着信息时代的高速发展,数字技术的发明使得人们能在互联网这个虚拟世界范围活动,人类突破时空限制。它既是人类现实生活的延伸,也可以不需要实际存在作为基础。信息技术不仅对人类生活方式有着深刻影响,同时潜移默化的改变着人们的生活习惯。社交购物平台基于此而形成,它可以满足消费者的多种需求,比如商品信息搜寻,购物经验分享,与线上的他人建立和维护关系等。社交购物逐渐成为消费者、品牌企业进行线上活动的主要选择。本文首先对信息时代、奢侈品和社交购物三个概念分别进行阐述,对于信息时代的发展特征、奢侈品品类与品牌的等级细分和社交购物优势都做了细致的阐述。在此基础上,搜集相关权威机构发布的数据,分析社交购物平台的初始形态特点、消费者与品牌层面的影响等；再有选择具有代表性奢侈品社交购物平台国外的Net-A-Porter、国内的Ofashion进行了深入的分析；最后,通过总结以上研究得出结论。本文旨在从信息时代下社交购物的消费者、品牌企业的影响关系中找寻奢侈品在社交购物平台内的发展可能,通过社交购物平台的精准社交营销帮助奢侈品找到潜在客户群,提升消费者与品牌互动关系,为未来发展出一份力。
[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.
【学位授予单位】：北京服装学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.36

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