奢侈品在中国营销渠道设计研究.doc

. 奢侈品在中国的销售渠道研究 摘要 2006 年开始，中国的互联网购物市场开始进入新阶段。现在中国的互联网购物市场，经过了前几年的培育，网民数量比 2001 年时增长了二十多倍，整个电子商务环境中的交易可信度、物流配送和支付等方面的瓶颈也被逐步打破。产品厂商也越来越关注互联网营销渠道，利用其独有的特点：可以让厂商直接面对全国所有的顾客；销售与品牌传播的对象范围极广，来推广与销售自己的产品。因此，开创或扩展互联网营销渠道是奢侈品在中国进行营销必须进行的一项工作。本文正是基于以上背景进行的选题，并展开相关论述。 文章通过对奢侈品、营销渠道、互联网营销渠道等概念的梳理，理清了这些概念的具体含义及相互关系。然后，按照先整体分析再具体分析的思路整体分析了奢侈品在中国的营销渠道情况与未来发展趋势，具体分析了奢侈品在中国的互联网营销渠道现状、可选择模式、存在的问题。文章最后针对以上分析，提出了奢侈品在中国的互联网营销渠道建设对策。在分析过程中发现：奢侈品在中国市场虽然整体相当繁荣，但增速已经放缓。未来，奢侈品在中国的营销竞争必将更加激烈，互联网等新兴营销渠道是奢侈品提高营销竞争力的有效手段。 关键词：营销渠道，互联网营销，营销渠道建设  Abstract Beginning of 2006, the Internet shopping market in China began to enter a new stage. Now the Chinese Internet shopping market, through the cultivation of a few years ago, the number of Internet users increased twenty times higher than in 2001, the bottleneck of e-commerce transactions, logistics distribution and payment credibility, has also been gradually break. Manufacturers are increasingly concerned about the Internet marketing channel, with its unique characteristics: allows the firm to directly face the customer all over the country; sales and brand dissemination object scope is very wide, to promote and sell their products. Therefore, to create or extend the Internet marketing channel is a luxury for a job marketing must be carried out in China. This paper is based on the above background of the topic, and starts the discussion. This article is about the study of sales channels of luxury goods, specially marketing channels such as Internet concepts; clarify the specific meaning of these concepts and their relationships. Then, according to the overall analysis and overall idea concrete analysis of luxury marketing channel in China and the future trend of development, a detailed analysis of the current situation, luxury goods in China Internet marketing channel choice model and existing problems. Finally, based on the above analysis, put forward the Internet marketing channel construction strategy of luxury retail business in china. Found