网络环境下奢侈品营销的策略分析  

Initial Analysis on the Luxury Marketing Strategy in Network Environment

作　　者：邵其赶[1] 

机构地区：[1]厦门理工学院商学系,福建厦门361024

出　　处：《科技和产业》2011年第5期58-61,69,共5页Science Technology and Industry

基　　金：福建省教育厅人文社会科学B类课题(JBSXN002)

摘　　要：随着全球经济的飞速发展,富人文化越来越成为人们崇尚的文化,而今"奢侈"就是富有最具代表性的形容词。据英国《金融时报》称,到2015年前后,中国市场上奢侈品销量将占到全球总销量的29%左右,中国将成为继日本之后最大的世界奢侈品市场。本文从网络环境下奢侈品消费的盈利模式为出发点,提出了针对白领阶层和80后这个特殊的奢侈品消费群体,提出相应的营销创新策略。With the rapid development of the global economy,rich culture is advocated increasingly,now ＂luxury＂ is the most representative word.According to the British ＂Financial Times＂,the sale of Chinese luxury goods will account for about 29% of total global sales after 2015,China will become the largest luxury goods market afterward Japan in the world.We make the profit model of the luxury consumption under Network Environment as a starting point,propose innovative marketing strategies for the special consumer groups of white-collar and the after 80s generation.

关 键 词：奢侈品 消费 网络 营销策略 

分 类 号：F062[经济管理—政治经济学]