 |
English
|
正體中文
|
简体中文
|
Post-Print筆數 : 27 |
Items with full text/Total items : 113318/144297 (79%)
Visitors : 50957825
Online Users : 951
|
|
|
Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/125578
|
| Title: | 奢侈品電子零售商營運分析
An analysis of luxury e-retailers |
| Authors: | 王瑩欣
Wang, Ying-Hsin |
| Contributors: | 尚孝純
Shang, Xiao-Chun
王瑩欣
Wang, Ying-Hsin |
| Keywords: | 奢侈品電子零售商營運分析
營運模式
多管道融合
多元化平台
快速交付
線上銷售
An analysis of luxury e-retailers
24 Sèvres
Farfetch
ModaOperandi
Net-A-Porter
Omni channel |
| Date: | 2019 |
| Issue Date: | 2019-09-05 15:54:58 (UTC+8) |
| Abstract: | 奢侈品營運模式這幾年產生了巨大的數位變革，不只是品牌開始經營自己的網站並從事電子商務的運作，還有大眾市場自營網站及多品牌奢侈品電子零售商，也來爭奪市場份額。
多品牌奢侈品電子零售商為本研究的主體，以此來探究電子商務在奢侈品領域上的演進及營運。隨著電子零售商在奢侈品市場市佔率逐年增加，並持續以二位數的成長率與實體店鋪競爭，這股數位浪潮實不容小覷。而社交媒體的推波助瀾，更將年輕並有消費實力的客戶成功轉移到線上，促使實體通路省思數位進化的迫切需求。
奢侈品電子零售商的崛起，在於它們做好在每個接點流暢的轉換，以貼合客戶喜好。雖然實體店鋪的優勢如實際體驗商品及優質服務仍無法被全面取代，但電子零售商正一步步改善它們的流程來做回應，如用網路頁面編輯內容取代銷售人員功能或優化產品介紹彷若親眼目睹，到造型顧問的到府服務，已經讓親身體驗被網路平台的多元性逐步替代。
本研究先以市場概述介紹奢侈品電子零售商平台，以及他們面臨的挑戰和經營趨勢。並深入研究四個風格各具的電子零售商以策略、客戶溝通、全通路體驗、以及服務等面向為角度探討。最後整理出為何他們受消費者青睞的主因, 以及實體通路在這股數位衝擊下，應該全面從消費者需求的角度出發，逐步演變為多管道融合(Omni channel)的回應之道。最後以一男仕奢侈品牌為例，分析如何打通線上線下實現多管道融合，甚至發展成多元化平台的可行性。 |
| Reference: | 中文
1. 鄭伊庭 (2017). 2017全球電子商務報告：電商市場還在成長，３個重點掌握趨勢 Retrieved from https://www.smartm.com.tw/article/34303739cea3
英文
1. #GiveItLiveIt Retrieved from https://cargocollective.com/freddiemade/filter/Concept/FARFETCH-HOLIDAY-CAMPAIGN
2. (2018) Chanel and Farfetch sign exclusive innovation partnership. Retrieved from https://aboutfarfetch.com/news/press-releases/chanel-and-farfetch/
3. Ainsley Harris (2015) How Moda Operandi Is Building The Luxury Department Store Of The Future. Retrieved from https://www.fastcompany.com/3046940/how-moda-operandi-is-building-the-luxury-department-store-of-the-future
4. Allan Joseph (2017). IS LVMH’S 24 SÈVRES’ LAUNCH THE START OF A NEW ERA? Retrieved from https://futur404.com/24-sevres/
5. Carrie Goldberg (2018). Exclusive: Net-A-Porter Just Launched a Fine Jewelry & Watches Shop You`re Going to Love. Retrieved from https://www.harpersbazaar.com/fashion/trends/a19852917/net-a-porter-fine-jewelry-watches-shop/
6. Chantal Fernandez (2017) Farfetch Partners with JD.com to Boost Chinese Business. Retrieved from https://www.businessoffashion.com/articles/news-analysis/farfetch-partners-with-jd-com-to-boost-chinese-business
7. Chantal Fernandez (2017) Luxury Rental Service Armarium Partners With Net-a-Porter, Independent Boutiques. Retrieved from https://www.businessoffashion.com/articles/news-bites/luxury-rental-service-armarium-partners-with-net-a-porter-independent-boutiques
8. Claudia D`Arpizio (2017). Luxury Goods Worldwide Market Study, Fall–Winter 2017. Retrieved from https://www.bain.com/insights/luxury-goods-worldwide-market-study-fall-winter-2017/
9. Constance. F (2017). ARE THE BASICS OF RETAIL, THE FUTURE OF E-COMMERCE? Retrieved from http://www.digitizing-luxury.com/tag/fashion-2/
10. CPP-Luxury (2018) Net-A-Porter launches a flagship jewelry store online. https://cpp-luxury.com/net-a-porter-launches-a-flagship-jewelry-store-online/
11. CPP-Luxury (2018). CEO Deborah Nicodemus on Moda Operandi’s success. Retrieved from https://cpp-luxury.com/ceo-deborah-nicodemus-on-moda-operandis-success/
12. Demetrius Williams (2018). Is Hard Luxury Finally Making its Way Online? Retrieved from https://www.translatemedia.com/translation-blog/hard-luxury-finally-making-online/
13. Diana Bell-Heather (2018) Net-A-Porter Launch High Jewellery Platform. Retrieved from http://aeworld.com/watches-jewellery/jewellery/net-porter-launch-high-jewellery-platform/
14. Electronic Retailing. Retrieved from https://businessjargons.com/electronic-retailing.html
15. Evelyn (2015). Farfetch: Global Fashion Online & In-Store. Retrieved from https://rctom.hbs.org/submission/farfetch-global-fashion-online-in-store/
16. Fabiola Cineas (2017). Curalate Launches in London. Retrieved from https://www.phillymag.com/business/2017/05/04/curalate-london-uk-expansion/
17. Farfetch Gucci in 90 Minutes (2019). Retrieved from https://www.farfetch.com/uk/editorial/gucci-in-90-minutes.aspx
18. FashionUnited (2014). Doddle: the new click-and-collect service partners with fashion retailers. Retrieved from https://www.fashionunited.com/fashion-news/apparel/doddle-the-new-click-and-collect-service-partners-with-fashion-retailers-20142006496048
19. Franklin Chu (2018). What’s behind the new alliances in luxury e‑commerce? Retrieved from https://www.digitalcommerce360.com/2018/07/16/whats-behind-the-new-alliances-in-luxury-e-commerce/
20. Grace Cook (2017) Inside 24 Sèvres: LVMH opens its first multi-brand internet store. Retrieved from https://www.ft.com/content/bff8e03e-4a13-11e7-a3f4-c742b9791d43
21. Hilary Milnes (2017). Moda Operandi is driving Instagram purchases through Amazon Pay. Retrieved from https://digiday.com/marketing/moda-operandi-driving-instagram-purchases-amazon-pay/
22. Ian C Rogers (2017) 24 Sèvres Launches Today. Retrieved from https://medium.com/@iancr/24-s%C3%A8vres-launches-today-805646754cf0
23. ILoveFashionRetail.com (2013) How to Build a Great Online Fashion Brand - 34 Things that Really Amazing Fashion Retailers Do. Retrieved from https://moz.com/ugc/how-to-build-a-great-online-fashion-brand-34-things-that-really-amazing-fashion-retailers-do
24. Imran Amed (2017). 深度解讀LVMH新電商平台24 Sèvres背後的戰略佈局Retrieved from https://kknews.cc/zh-hk/tech/maaxkz2.html
25. Jared Shelly (2016). How Farfetch Goes Exploring For Social Influencers. Retrieved from https://www.curalate.com/blog/farfetch-social-influencers/
26. Jessica Iredale (2016) Net-a-porter Launches Jacquemus Capsule Collection. Retrieved from https://wwd.com/fashion-news/fashion-scoops/net-a-porter-launches-jacquemus-capsule-collection-10708428/
27. Jessica Iredale (2016) Net-a-porter’s Multimodel Fall Campaign Retrieved from https://wwd.com/fashion-news/fashion-scoops/net-a-porters-multimodel-fall-campaign-10499113/
28. Jill Manoff (2017). First impressions: LVMH’s long-awaited 24 Sèvres has arrived. Retrieved from https://www.glossy.co/ecommerce/first-impressions-lvmhs-long-awaited-24-sevres-has-arrived
29. Joe Lazauskas (2015) The New Model: How Net-a-Porter Keeps the Fashion Industry on Its Heels. Retrieved from https://contently.com/2015/09/03/the-new-model-how-net-a-porter-keeps-the-fashion-industry-on-its-heels/
30. Knowledge@Wharton (2018) Why Luxury Brands Are Racing to Embrace E-commerce. Retrieved from http://knowledge.wharton.upenn.edu/article/luxury-brands-racing-embrace-e-commerce/
31. Landbot.io (2015). How does Farfetch track and update their inventory? Retrieved from https://www.quora.com/How-does-Farfetch-track-and-update-their-inventory
32. Lorelei Marfil (2017) Net-a-porter, Mr Porter Unveil More Personal Shopping Services. Retrieved from https://wwd.com/fashion-news/fashion-scoops/net-a-porter-unveils-more-personal-shopping-services-11033701/
33. Marion Fasel (2019) Moda Operandi Goes Live at Couture! Retrieved from https://theadventurine.com/jewelry/jewelry-news/moda-operandi-goes-live-at-couture/
34. Maura Brannigan (2018) FARFETCH IS TOUCHING DOWN IN THE MIDDLE EAST. Retrieved from https://fashionista.com/2018/02/farfetch-middle-east-luxury-market
35. Mhairi Graham (2018) NET-A-PORTER Launches New Fine Jewellery & Watches Emporium. Retrieved from https://luxurylondon.co.uk/watches-and-jewellery/jewellery/net-a-porter-launches-fine-jewellery-watches-destination
36. Moda Operandi (2018) Moda Operandi Takes Command of the E-Commerce Fine Jewelry Space Showroom to Shopping. Retrieved from https://www.prnewswire.com/news-releases/moda-operandi-takes-command-of-the-e-commerce-fine-jewelry-space-showroom-to-shopping-300655748.html
37. Moda Operandi Man Retrieved from https://studio.robbreport.com/moda-operandi-man-fashion/
38. Mytheresa logistics Retrieved from https://www.koerber-logistics.com/en/press/news/news/e-commerce-qualitaet-im-fokus.html
39. Natalie Mortimer (2017). Farfetch has created an operating system for bricks and mortar retail in its new ‘Store of the Future’ platform. Retrieved from https://www.thedrum.com/news/2017/04/18/farfetch-has-created-operating-system-bricks-and-mortar-retail-its-new-store-the
40. Natalie Theodosi (2017) Net-a-porter, Mr Porter Introduce Enhanced Personal Shopping Services. Retrieved from https://wwd.com/fashion-news/fashion-scoops/net-a-porter-mr-porter-personal-shopping-services-10859794/
41. Natalie Theodosi (2018). Mr Porter Debuts Luxury Watch Destination as YNAP Continues Hard Luxury Push. Retrieved from https://wwd.com/fashion-news/fashion-scoops/mr-porter-debuts-luxury-watch-destination-as-ynap-continues-hard-luxury-push-1202691398/
42. Net-A-Porter (2019). Fashion media pack. Retrieved from https://www.net-a-porter.com/alfresco/nap/webAssets/webPage/advertise-with-us/desktop/common/NAP_FASHION_MEDIA_PACK.pdf
43. Nikki Gilliland (2016) Four things brands can learn about content marketing from Net-A-Porter. Retrieved from https://econsultancy.com/four-things-brands-can-learn-about-content-marketing-from-net-a-porter/
44. Nikki Gilliland (2016) Four things brands can learn about content marketing from Net-A-Porter. Retrieved from https://econsultancy.com/four-things-brands-can-learn-about-content-marketing-from-net-a-porter/
45. Nikki Gilliland (2017). 24 Sèvres: Will it disrupt the luxury ecommerce market? Retrieved from https://econsultancy.com/24-sevres-will-it-disrupt-the-luxury-ecommerce-market/
46. Nikki Gilliland (2017). 24 Sèvres: Will it disrupt the luxury ecommerce market? Retrieved from https://econsultancy.com/24-sevres-will-it-disrupt-the-luxury-ecommerce-market/
47. Online Luxury Report (2018). Retrieved from https://www.digitalcommerce360.com/product/luxury-retailer-report/
48. Pamela N. Danziger (2018) 5 Brands That Reveal The Future Of Luxury Online. Retrieved from https://www.forbes.com/sites/pamdanziger/2018/02/26/5-brands-that-reveal-the-future-of-luxury-online/#58695c4d3c7e
49. Pamela N. Danziger (2018). 5 Brands That Reveal The Future Of Luxury Online. Retrieve from https://www.forbes.com/sites/pamdanziger/2018/02/26/5-brands-that-reveal-the-future-of-luxury-online/#32173b743c7e
50. Press Release (2017). Farfetch and Condé Nast Announce Global Content and Commerce Partnership. Retrieved from https://www.condenast.com/press/farfetch-and-conde-nast-announce-global-content-and-commerce-partnership/
51. Press Release (2018). FARFETCH LAUNCHES TECHNOLOGY ACCELERATOR: DREAM ASSEMBLY. Retrieved from https://www.burberryplc.com/en/news-and-media/press-releases/corporate/2018/farfetch-launches-technology-accelerator--dream-assembly.html
52. PYMNTS (2016) ECOMMERCEAmazon Turns Omnichannel On Its (Designer) Ear. Retrieved from https://www.pymnts.com/news/ecommerce/2016/amazon-turns-omnichannel-on-its-designer-ear/
53. Rachel Strugatz (2017) Moda Operandi, Amazon, Curalate Roll Out Social Shopping. Retrieved from https://wwd.com/fashion-news/fashion-scoops/moda-operandi-amazon-curalate-roll-out-social-shopping-10926672/
54. Reuters (2017) LVMH to launch multi-brand e-commerce site 24 Sèvres in digital sales push, targeting 75 markets worldwide. Retrieved from https://www.scmp.com/lifestyle/fashion-luxury/article/2093885/lvmh-launch-multi-brand-e-commerce-site-24-sevres-digital
55. Reuters (2017) Report: LVMH`s Céline to Launch E-Commerce. Retrieved from https://www.businessoffashion.com/articles/news-analysis/report-lvmhs-celine-to-launch-e-commerce
56. Reuters (2018) Yoox Net-a-Porter Launches High-End Jewellery Section. Retrieved from https://www.businessoffashion.com/articles/news-analysis/yoox-net-a-porter-to-launch-high-end-jewellery-section
57. REUTERS (2018). Yoox Net-a-Porter Launches High-End Jewellery Section. Retrieved from https://www.businessoffashion.com/articles/news-analysis/yoox-net-a-porter-to-launch-high-end-jewellery-section
58. Rumina Akther Redefining the meaning of luxury goods. Retrieved from https://journals.gre.ac.uk/index.php/beagle/article/download/145/161
59. Sandra Halliday (2018) Mr Porter launches luxe watch offer as hard luxury gains strength. Retrieved from https://uk.fashionnetwork.com/news/Mr-Porter-launches-luxe-watch-offer-as-hard-luxury-gains-strength,985188.html#.XKHNm2gzaUl
60. Sandra Halliday (2018). Mr Porter launches luxe watch offer as hard luxury gains strength. Retrieved from https://uk.fashionnetwork.com/news/Mr-Porter-launches-luxe-watch-offer-as-hard-luxury-gains-strength,985188.html#.XJidmbAVGX1
61. Sarah Butler (2017) Net-a-Porter owner opens tech hub in London. Retrieved from https://www.theguardian.com/business/2017/jun/27/lap-of-luxury-net-a-porter-opens-new-tech-hub-in-london
62. Sarah Jones (2015). Farfetch appeals to global voyagers through Departures effort. Retrieved from http://kingworldnews.com/farfetch-appeals-to-global-voyagers-through-departures-effort/
63. Sharon Edelson (2016) Moda Operandi Takes Manhattan With Town House Showroom. Retrieved from https://wwd.com/business-news/media/moda-operandi-takes-manhattan-town-house-showroom-10711043/
64. Simone Preuss (2017). LVMH to start new e-commerce site `24 Sevres`. Retrieved from https://fashionunited.com/news/retail/lvmh-to-start-new-e-commerce-site-24-sevres/2017051115795
65. Síomha Connolly (2017). LVMH Launches E-commerce Platform, 24 Sèvres. Retrieve from http://lookthebusiness.ie/lvmh-launches-e-commerce-platform-24-sevres/
66. Starta Ventures (2017). E-Contenta Leverages Adtech Connections to Reshape an Industry Retrieved from https://medium.com/@startaventures/e-contenta-leverages-adtech-connections-to-reshape-an-industry-9629a9467b9
67. Su Jiaxian (2017) Industry News: Hodinkee Becomes Authorised Retailer Online for Nine Watch Brands. Retrieved from https://watchesbysjx.com/2017/11/industry-news-hodinkee-becomes-authorised-retailer-online-for-nine-watch-brands.html
68. Su Jiaxian (2017). Industry News: Hodinkee Becomes Authorised Retailer Online for Nine Watch Brands. Retrieved from https://watchesbysjx.com/2017/11/industry-news-hodinkee-becomes-authorised-retailer-online-for-nine-watch-brands.html
69. Susannah Clark (2018) Chanel and Farfetch sign exclusive innovation partnership. Retrieved from https://aboutfarfetch.com/news/press-releases/chanel-and-farfetch/
70. Timothy Barber (2018). Farfetch launches its Fine Watches and Jewellery hubs online. Retrieved from https://www.telegraph.co.uk/luxury/watches/farfetch-launches-watches-jewellery-online/
71. Vikram Alexei Kansara (2017).Inside Farfetch`s Store of the Future. Retrieved from https://www.businessoffashion.com/articles/bof-exclusive/inside-farfetchs-store-of-the-future |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
106932057 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106932057 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU201900644 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 205701.pdf | 3546Kb | Adobe PDF2 | 0 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
著作權政策宣告 Copyright Announcement1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.
2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(
nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(
nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
