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摘要：本文以数字化时代的奢侈品营销为中心，将现在已有的奢侈品营销研究作为基础，把分析传统的奢侈品营销与数字营销的相关性作为研究目的。本文将从三个章节来进行分析。第一部分，分析国内外关于奢侈品营销有关的研究，并且提出先行研究存在的一些问题，从而引出将奢侈品营销与数字营销相结合来做研究的意义与目的。第二部分，通过对数字化时代下的奢侈品营销的内容以及现状的介绍与分析，针对所存的问题提出自己的建议和看法。第三部分，就是通过具体的案例分析来更形象地了解数字营销对于奢侈品的作用。第四部分，就是对于以上的内容进行总结与概括。综上所述，本文将对奢侈品营销的概念、特点进行总结和概括，并且结合在数字化时代的奢侈品营销的现状，找出奢侈品的数字营销的利与弊，从而为数字化时代下的奢侈品营销提供借鉴。22197
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毕业论文关键词：数字化；奢侈品；营销
Analysis of the luxury goods marketing
in the digital age
Abstract: In this paper, the luxury marketing in the digital age as the center, existing luxury marketing research as the foundation, the correlation analysis of traditional luxury marketing and digital marketing as the research objective. This article will analysis from three chapters. The first part, analysis of the domestic and overseas research on luxury goods marketing , and puts forward some problems of the leading research, and thus leads to the luxury goods marketing and digital marketing in combination as the purpose and meaning of research. The second part, through to the introduction and analysis of the luxury marketing’s summary and the present situation to put forward their own views and suggestions about existing problem. The third part is to understand more vividly the role of digital marketing for luxury goods through specific case studies. The fourth part is to summarize the content of the above and generalization. To sum up, this article will summarize the concept and characteristics of luxury goods marketing, and combined with the status quo of the luxury goods market in the digital age, and find the advantages and disadvantages of the digital marketing, so as to provide reference for the digital era of luxury goods marketing.
Keywords: digitization；luxury；marketing
目 录
一、序论 1
二．正文 3
1 奢侈品营销概述 3
1.1 奢侈品营销的概念 3
1.2 奢侈品营销的特点 3
1.3 国内外研究现状分析 5
2 数字化时代的奢侈品营销现状 6
2.1 数字化时代消费者对于数字营销的态度 6
2.2 数字化时代奢侈品商家对于数字营销的态度 6
3 奢侈品的数字营销的利与弊 8
3.1 奢侈品数字营销的利 8
3.2 奢侈品数字营销的弊 10
三．案例分析 12
1 关于奢侈品数字营销利案例 12
2 关于奢侈品数字营销弊的案例 13
四．结论 14
致 谢 15
参考文献 16
一、序论
随着科技的发展，数字化技术也渐渐融入我们的生活，奢侈品的消费者与营销环境都发生了巨大的变化，奢侈品品牌都意识到数字化营销的影响力，越来越多的奢侈品品牌不再局限于传统的营销方式，开始使用视频、网络、通信等数字化营销的手段，来展示他们的产品。传统的奢侈品营销都是运用单向传播，直接从商家到买家传播，很难引起消费者的共鸣与互动。而数字化的新营销方式，则是运用多向传播，在品牌与用户之间、用户与用户之间，都能够进行互动和多向的交叉影响。那么，该如何运用新的营销方式，使奢侈品在数字化时代中胜出，并且让奢侈品品牌得到消费者的青睐呢？这也成为各大奢侈品商家需要努力解决的问题。