政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/118650

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题名:	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
作者:	孟嘉蘭 de Montvalon, Garance
贡献者:	高端訓 Koh, Simon 孟嘉蘭 de Montvalon, Garance
关键词:	奢侈中國時尚零售人工智慧 Luxury China Fashion Retail Artificial intelligence
日期:	2018
上传时间:	2018-07-13 15:17:49 (UTC+8)
摘要:	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.
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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.
描述:	碩士國立政治大學國際經營管理英語碩士學位學程(IMBA) 106933063
資料來源:	http://thesis.lib.nccu.edu.tw/record/#G0106933063
数据类型:	thesis
DOI:	10.6814/THE.NCCU.IMBA.021.2018.F08
显示于类别:	[國際經營管理英語碩士學程IMBA] 學位論文

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