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论文编号：	6606
作者编号：	2220132317
上传时间：	2014/11/28 15:05:44
中文题目：	Y公司奢侈品网络营销策略研究
英文题目：	Investigation of Y company’s internet sales strategies of luxury goods
指导老师：	韩德昌教授
中文关键字：	奢侈品 奢侈品营销 网络推广策略 网络营销策略
英文关键字：	Luxury goods Luxury goods marketing Network promotion strategy Network marketing strategy
中文摘要：	摘要 奢侈品既是社会经济发达到一定程度下的产物，同时也是特定时代文化条件的产物。在某一具体的产品类别或行业中被认定是最高级别的产品。奢侈品具有高价格性、稀有性、高品质性、地域性和炫耀性特征。 伴随我国经济的快速增长和消费者心理接受能力的逐步提高，奢侈品在中国有了很好的发展环境和消费基础，越来越多的中国人慢慢接受奢侈品的消费方式， 2013年中国消费者作为全球奢侈品最大买主，其消费占比额达到47%，奢侈品消费额的年增长率过去几年一直在20%左右。在中国奢侈品的消费主力中很大一部分是互联网的忠实爱好者，随着中国网络零售业体系的不断成熟，2014年有网络零售市场规模有望达到27861亿。 奢侈品的大众化营销存在推广费用高、营销地域受限制、品牌和消费者缺乏互动等不足，使得奢侈品管理者开始尝试新的营销模式。由此，中国奢侈品网络整合营销的开始受到关注，作为奢侈品营销的新方法，奢侈品网络整合营销开始在国内日益成熟的网络环境中快速发展。可是，发展的背后也存在着各种程度的隐忧，包括威胁到奢侈品试图营造的神秘感、稀缺感等。奢侈品怎样合适的掌控网络整合营销的量和度，怎样突破自我、加强自身建设、加大抗风险能力、维护行业秩序等问题都亟待解决。以网络为导向的奢侈品消费时代正在全面普及，中国加速蜕变成为全球最大的奢侈品消费市场，因此，深入研究中国奢侈品整合营销课题有助于了解及推动奢侈品消费在中国市场的发展。 本文通过研究Y公司的奢侈品网络营销推广策略、奢侈品网络销售策略，及Y公司实现奢侈品网络营销推广策略和网络销售策略的保障措施，包括：团队保障措施、财务保障措施及互联网技术支持保障措施。期望为奢侈品牌的市场营销提供一种新的思路，从网络整合营销的方法中获益，同时，为从事奢侈品品牌网络销售企业和奢侈品品牌网络营销推广的企业提供一定的参考。
英文摘要：	Abstract Luxury goods are products produced by not only advanced social economics, but also by specific culture. Luxury goods are regarded as the most advanced productswithin a specific group of products. The characteristics for luxury goods are high price, high rarity, high quality, regional-specificity and posh. With the fast economical growth of our country and increased acceptance to luxury goods by our consumers, luxury goods gain significant environment for development and bases for consumers. More and more Chinese are becoming accepted with consumption of luxury goods. In 2012, Chinese consumed 47% of global luxury goods, undoubtably being the largest group of customer. In China, the growth rate of luxury goods being consumed has been around 20% in the past few years, however, it has showed a negative increase in other part of the world since 2013. For many luxury goods, Chinese market becomes their last hope for business. As for Chinese customers of luxury goods, a significant number of them uses internet for shopping. It is expected that internet shopping of luxury goods will reach a business of 2786.1 billion RMB.2014 is a new start for various brands of luxury goods. The era dominated by brands has gone, replaced by information transparency brought by of advanced logistics and media. With large scale industrialization brought by big data, popularity and fashion brought by expanded consumer groups, internet business (e-business) is pushing the business style from C2B to C2C at a faster than ever pace. This motivates the change of business style for retail business. As for luxury goods, due to high promotion fee, limited business region, lacked interactions between consumers and business, which drive managers of luxury bands to adopt new business styles to promote them to the public. Consequently, Chinese internet of integrated luxury business, as a novel business style which develops rapidly in the maturing internet environment, are attracting remarkable attentions. However, problems are also accompanied by this new type of business style of luxury goods, e.g. it is argued that e-business of luxury goods lack mystery and rarity intentionally created. Thus for luxury companies there are several issues needs to be solved , e.g. controlling the e-business degree and quantity, developing beyond themselves, strengthening self-constructions, increasing risk-resistance, maintaining good business orders. In particular, it is of vital importance to investigate the strategy of the e-business of integrated business of luxury goods, with the starting era of internet-oriented business. It is even important to research this style of business in China, whose market of luxury is potentially becoming the largest in the world. This essay investigates the business promotion strategy, business selling strategy, and safeguards of e.g. business team, finance, internet technology of Y company of internet-based integrated business of luxury goods, with an attempt to provide a novel method for promotion of business, gaining benefits from e-business for luxury goods. Further attempt for this essay is to provide references for luxury companies who carrying out and promoting e-business.
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