Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/118650
|
| Title: | 奢侈品和電子商務：中國如何影響西方奢侈品牌的走向
Luxury and ecommerce: how china is shaping the future of western luxury brands |
| Authors: | 孟嘉蘭
de Montvalon, Garance |
| Contributors: | 高端訓
Koh, Simon
孟嘉蘭
de Montvalon, Garance |
| Keywords: | 奢侈
中國
時尚
零售
人工智慧
Luxury
China
Fashion
Retail
Artificial intelligence |
| Date: | 2018 |
| Issue Date: | 2018-07-13 15:17:49 (UTC+8) |
| Abstract: | This paper reflects on the influence of technology innovations on the global luxury landscape, a market dominated by Western brands looking to reach unique China’s consumers pool. As competition is getting sharper on a global scale, luxury consumers are stimulated into being more sophisticated. We will discover that consumers’ expectations go beyond the single purchase of an item to become a whole premium experience. We explain how the Internet has changed the purchase path in many ways, and how digital innovations will be a game changer in the luxury industry.
Data-processing ability will be essential for key players to stand out and stay upfront. It will determine who is going to lose and who is going to win. Digitalization will impact high-end companies all along its value chain, from creation, to logistics, marketing, consumer loyalty, and revenue making. Furthermore, innovation will also be a way to fight counterfeit, the thorn by luxury’s side to expand luxury in China.
As brand image is capital for luxury companies, they are still reluctant to sell online, but, step by step, they become less digitally shy and now invest all kind of digital platforms. The data they can gather on Chinese online consumers provide the luxury industry a two-digits growth that was long gone in Western countries. |
| Reference: | Bearden, William O. and Michael J. Etzel, “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, September 9, 1982.
Bendell, Jem and Anthony Kleanthous, “Deeper Luxury”, WWF, 2017
Boudet, Julien, Brian Gregg, Jane Wong and Gustavo Schuler, “What shoppers really want from personalized marketing”, McKinsey & Company, October 2017, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-shoppers-real- ly-want-from-personalized-marketing?cid=soc-web
Bughin, Jacques, and Eric Hazan, Sree Ramaswamy, Michael Chui, Tera Allas, Peter Dahlström, Nicolaus Henke and Monica Trench, “Artificial Intelligence: the Next Digital Frontier?”, McKinsey Global Institute, June 2017
Bughin, Jacques, Eric Labaye, Frank Mattern, Sven Smit, Eckart Windhagen, Jan Mischke and Kate Bragg, “The brightening mood of European business – and what it means for investment”, McKinsey Global Institute Report, May 2017, https://www.mckinsey.com/glob- al-themes/employment-and-growth/the-brightening-mood-of-european-business-and-what-it-means-for-investment
Business Of Fashion, and McKinsey & Company, “The State of Fashion 2018”, 2018
Charles, Kerwin Kofi, Erik Hurst, and Nikolai L. Roussanov (2007), “Conspicuous Consumption and Race,” NBER Working Paper No. W13392.
Choudary, Sangeet Paul and Geoffrey Parker and Marshall W. Van Alstyne, Platform Revolution: How Networked Markets Are Transforming the Economy, 2016
Conti, Samantha. “Burberry’s Bold Move: To Make Shows Direct to Consumer”, WWD, Feb 5, 2016. http://wwd.com/fashion-news/designer-luxury/burberry-runway-delivery-schedule-direct-consumer-10340340/
Deloitte, “Bling it on: What Makes A Millenial Spend More?”, 2017
Deloitte, “China Luxury E-Commerce White Book”, December 2017
Dubois, Bernard and Patrick Duquesne. “The Market for Luxury Goods: Income versus Culture,” European Journal of Marketing, January 27, 1993
Escalas, Jennifer Edson and James R. Bettman. “You Are What You Eat: The Influence of Reference Groups on Consumers’ Connections To Brands,” Journal of Consumer Psychology, March 13, 2003.
Evans, Michelle. “Apparel Category to Drive Product-Based Digital Commerce Growth: Think with Google Partnership”, Reuters, September 22, 2016, http://blog.euromonitor.com/2016/09/appar- el-category-drive-product-based-digital-commerce-growth.html
Evans, Michelle. ”Time Spent On The Internet”, We Are Social, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wpcontent/uploads/sites/2/2017/01/Slide034.png
Forrester, “Asia Pacific Ecommerce Market To Reach Us$1.4 Trillion In 2020”, March 4, 2016, https://www.forrester.com/asia+pacific+ecommerce+market+to+reach+us14+trillion+in+2020/-/e-pre8924
Grossman, Gene M. and Carl Shapiro, “Foreign Counterfeiting of Status Goods,” The Quarterly Journal of Economics, February 1988
Kemp, Simon. “Digital in 2017: Global Overview”, We Are Social, January 24, 2017, https://wearesocial.com/special-reports/ digital-in-2017-global-overview
Lavin, Frank. “Why Alibaba’s Platform Tmall Works So Well.” Forbes, Nov 20, 2017, https://www.forbes.com/sites/franklavin/2017/11/20/alibaba-and-the-consumer-journey-my-dinner-with-joe-tsai/#2fae54414e95
McGinnis, Devon. “Please Take My Data: Why Consumers Want More Personalized Marketing”, Salesforce, December 2, 2016, https:// www.salesforce.com/blog/2016/12/consumers-want-more-personal- ized-marketing.html
McKinsey & Company, “ Chinese Luxury Consumers: The 1 Trillion Renmibi Opportunity”, May 2017
McKinsey Corporate Banking. “Disruption and Connection: Cracking the Myths of China Internet Finance Innovation”, July 2017
McKinsey Global Institute Discussion Paper: “China’s Digital Economy - A Leading Global Force”, December 2017
McKinsey Global Institute, “A future that works: Automation, Employment and Productivity”, January 2017
McKinsey`s Global Economics Intelligence, September 2017
Milnes, Hilary. “How China’s luxury e-commerce market will evolve in 2018”, Glossy, December 15, 2017
Milnes, Hilary. “The State of Luxury E-Commerce In China”, Glossy, August 7, 2017.
Muniz, Albert M. and Thomas C. O’Guinn, “Brand Community” Journal of Consumer Research, March 27, 2001.
Murali, Narayanaswamy. “MIT Demand Forecasting and Price Optimization Tool for Rue La La”
Prudhomme, Cécile. « 60 milliards d’euros : c’est l’ardoise de la contrefaçon pour l’Europe » Le Monde, June 6, 2018.
Roll, Martin. “Chinese Luxury Consumers – Trends and Challenges for Luxury Brands”, June 2017. https://martinroll.com/resources/articles/asia/chinese-luxury-consumers-trends-and-challenges-for-luxury-brands/
Schmid, Jon, and Fei-Ling Wang, “Beyond National Innovation Systems: Incentives and China’s Innovation Performance”, Journal of Contemporary China, August 2017
Simpsons, Colins. “Luxury is Back In Vogue In China”, Business of Fashion, September 21, 2017. https://www.bloomberg.com/news/articles/2017-09-28/luxury-back-in-vogue-as-china-s-women-middle-class-lead-the-way
Sirgy, M. Joseph. “Self-Concept in Consumer Behavior; A Critical Review,” Journal of Consumer Research, March 9, 1982.
South China Morning Post, “How US luxury brands conquered China”, May 20, 2018.
Stephens, Doug. “Reengineering Retail: The Future of Selling in a Post-Digital World”, 2017
Veblen, Thorstein. “The Theory of the Leisure Class,” in The Collected Works of Thorstein Veblen, Vol. 1., 1899.
Wang, Connie. “To Kering, Luxury Means Trashing Fashion’s Death Wish” Refinery29, April 20, 2018, https://www.refinery29.com/2018/04/196784/kering-luxury-sustainability
We Are Social, “Time Spent On Social Media”, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wp-content/uploads/ sites/2/2017/01/Slide047.png
Wei, Daniela. “China`s Newfound Taste for Luxury Travel Is Bad News for Diamonds”, Bloomberg, 14 Sept 2017, https://www.bloomberg.com/news/articles/2017-09-14/china-wanderlust-poses-hurdle-for-diamond-rebound-de-beers-says
Weinswig, Deborah, citing Musefind Research, “Influencers Are The New Brands”, Forbes, October 15, 2017, https:// www.forbes.com/sites/deborahweinswig/2016/10/05/ influencers-are-the-new-brands/#7bae2b3e7919
Wernerfelt, Birger. “Advertising Content When Brand Choice is a Signal,” The Journal of Business, 1990
White, Katherine and Darren W. Dahl. “To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences,” Journal of Consumer Psychology, April 16, 2006.
Whittler, Tommy E. and Joan Scattone Spira. “Model’s Race: A Peripheral Cue in Advertising Messages,” Journal of Consumer Psychology, April 12, 2002.
Young, Jee Han - Joseph C. Nunes - Xavier Drèze. “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Forthcoming in Journal of Marketing, July 2010. |
| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
106933063 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0106933063 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.IMBA.021.2018.F08 |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
There are no files associated with this item.
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
