Luxury Internet Marketing Strategies Based On A Consumer Purchase Decision-making Process

With rapid economic development, luxury consumers in China are no longer strange. The luxury consumption of China increased year by year, attracting global attention. Foreign luxury brands have entered China to seize the consumer market. Meanwhile, the use of the Internet brought about the tremendous changes in consumption patterns. Luxury and luxury goods industry is also moving away from the inherent bias and begin to use internet in the marketing activities. Luxury companies are going to pay attention to luxury Internet marketing strategies.Based on depth analysis to the theory of consumer purchase decision-making process, combined with luxury features and the status of luxury consumption in China, this thesis build the luxury consumer purchase decision model in China with the surroundings of network. Based on this model, combined with the characteristics of network marketing, this thesis build a corresponding model of network marketing strategy, analyzing and summarizing the network marketing strategy to 5 stage of the luxury decision-making process.