奢侈品行业电子商务发展的问题及对策

发布时间：2018-05-05 03:08

本文选题：奢侈品 + 电子商务　；参考：《对外经济贸易大学》2016年硕士论文

【摘要】：中国奢侈品市场在过去10年经历了高速的发展,同时,互联网的出现也从根本上改变了传统商务模式,并对消费者行为产生了深远的影响。互联网使人们更便捷的接触到各种资源,也成为了信息交流沟通的平台。在如今全球危机的压力下,奢侈品行业面临着巨大的挑战,奢侈品品牌正在逐步转换过去对于互联网谨慎的态度,在力求保持产品独特性,稀缺性的同时,互联网似乎给奢侈品行业带来了生机。不管对于奢侈品巨头如LVMH,历峰集团,亦或是意大利等地的家族品牌,如何在经济衰退的环境下继续保持行业的稳步增长是各大奢侈品公司需要解决的难题。这也使得探索新的商务模式从而优化营销,销售,供应链变的更为紧迫。然而电子商务的特性本身与奢侈品的社会属性相互冲突,因此如何能够结合电子商务的优势并保留奢侈品营销本身价值属性,成为奢侈品电子商务化的重要课题。本文通过探究奢侈品的属性,研究电子商务的特点以及优势结合国内外成功和失败的经验,提出了关于在我国实施奢侈品电子商务营销的一些想法和意见。第一部分我们简单探讨了奢侈品行业发展电子商务的研究背景和意义,接下来本文对奢侈品和电子商务理论成果进行了简单的综述并深度分析了奢侈品行业的特点及电子商务的优劣点。第四部分本文讨论了一些奢侈品牌在发展电子商务中遇到的问题,并在第五部分提出了一些可行性解决方案以及如何使互联网同整体品牌定位品牌形象吻合的建议。在这部分,本文也提供一些成功的奢侈品品牌网络实践以供参考。文章的最后一部分对全文进行了总结并阐述了有待进一步探讨的问题。
[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.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F723;F724.6

【参考文献】