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1、專業(yè)資料整理分享奢侈品在中國(guó)的銷售渠道研究摘要2006年開始,中國(guó)的互聯(lián)網(wǎng)購(gòu)物市場(chǎng)開始進(jìn)入新階段?,F(xiàn)在中國(guó)的互聯(lián)網(wǎng)購(gòu)物市場(chǎng),經(jīng)過了前幾年的培育,網(wǎng)民數(shù)量比2001年時(shí)增長(zhǎng)了二十多倍,整個(gè)電子商務(wù)環(huán)境中的交易可信度、物流配送和支付等方面的瓶頸也被逐步打破。產(chǎn)品廠商也越來(lái)越關(guān)注互聯(lián)網(wǎng)營(yíng)銷渠道,利用其獨(dú)有的特點(diǎn):可以讓廠商直接面對(duì)全國(guó)所有的顧客;銷售與品牌傳播的對(duì)象范圍極廣,來(lái)推廣與銷售自己的產(chǎn)品。因此,開創(chuàng)或擴(kuò)展互聯(lián)網(wǎng)營(yíng)銷渠道是奢侈品在中國(guó)進(jìn)行營(yíng)銷必須進(jìn)行的一項(xiàng)工作。本文正是基于以上背景進(jìn)行的選題,并展開相關(guān)論述
2、。文章通過對(duì)奢侈品、營(yíng)銷渠道、互聯(lián)網(wǎng)營(yíng)銷渠道等概念的梳理,理清了這些概念的具體含義及相互關(guān)系。然后,按照先整體分析再具體分析的思路整體分析了奢侈品在中國(guó)的營(yíng)銷渠道情況與未來(lái)發(fā)展趨勢(shì),具體分析了奢侈品在中國(guó)的互聯(lián)網(wǎng)營(yíng)銷渠道現(xiàn)狀、可選擇模式、存在的問題。文章最后針對(duì)以上分析,提出了奢侈品在中國(guó)的互聯(lián)網(wǎng)營(yíng)銷渠道建設(shè)對(duì)策。在分析過程中發(fā)現(xiàn):奢侈品在中國(guó)市場(chǎng)雖然整體相當(dāng)繁榮,但增速已經(jīng)放緩。未來(lái),奢侈品在中國(guó)的營(yíng)銷競(jìng)爭(zhēng)必將更加激烈,互聯(lián)網(wǎng)等新興營(yíng)銷渠道是奢侈品提高營(yíng)銷競(jìng)爭(zhēng)力的有效手段。關(guān)鍵詞:營(yíng)銷渠道,互聯(lián)網(wǎng)營(yíng)銷,營(yíng)銷
3、渠道建設(shè)WORD文檔下載可編輯專業(yè)資料整理分享AbstractBeginningof2006,theInternetshoppingmarketinChinabegantoenteranewstage.NowtheChineseInternetshoppingmarket,throughthecultivationofafewyearsago,thenumberofInternetusersincreasedtwentytimeshigherthanin2001,thebottleneckofe-commer
4、cetransactions,logisticsdistributionandpaymentcredibility,hasalsobeengraduallybreak.ManufacturersareincreasinglyconcernedabouttheInternetmarketingchannel,withitsuniquecharacteristics:allowsthefirmtodirectlyfacethecustomeralloverthecountry;salesandbranddisse
5、minationobjectscopeisverywide,topromoteandselltheirproducts.Therefore,tocreateorextendtheInternetmarketingchannelisaluxuryforajobmarketingmustbecarriedoutinChina.Thispaperisbasedontheabovebackgroundofthetopic,andstartsthediscussion.Thisarticleisaboutthestud
6、yofsaleschannelsofluxurygoods,speciallymarketingchannelssuchasInternetconcepts;clarifythespecificmeaningoftheseconceptsandtheirrelationships.Then,accordingtotheoverallanalysisandoverallideaconcreteanalysisofluxurymarketingchannelinChinaandthefuturetrendofde
7、velopment,adetailedanalysisofthecurrentsituation,luxurygoodsinChinaInternetmarketingchannelchoicemodelandexistingproblems.Finally,basedontheaboveanalysis,putforwardtheInternetmarketingchannelconstructionstrategyofluxuryretailbusinessinchina.Foundintheproces
8、sofanalysis:luxurygoodsmarketinChinaasawholeisflourishing,butgrowthhassloweddown.Future,theluxurygoodsinChinamarketingcompetitionwillbefierce,Internetandotheremergingmarketingchannelsareeffectivemethod