Electronic Commerce Development Of The Theory Of Chinese Luxury

The Chinese market for luxury goods has grown rapidly over last ten years. Meanwhile, the advent of Internet has completely affected the way of business and has a huge impact on consumer behavior. Internet provides people with an easy and quick access to almost all the resources and becomes a platform for information exchange and communication. Under the pressure of global crisis and the evolvement of business model, luxury industry has gradually changed its cautious attitude towards Internet, whose mass access and availability is opposite to that of luxury which emphasis on exclusivity and uniqueness. Usually, luxury goods are targeted to a high end class while a huge number of people have access to the internet. How to sustain the growth of the business and to survive in times of recession is a tough issue faced by most of luxury companies, either conglomerates or family corporate.The structure of the paper is organized as follows. The first part will give a brief introduction and literature review on the concept of luxury and E-commerce business. Chapter 2 will focus on the current situation of the Chinese luxury market. It will describe the consumers profile, their characteristics and the current situation of Chinese E-commerce. Chapter 3 will discuss the advantage and disadvantage of the online luxury business. In addition, it analyzes the new marketing opportunity brought by Internet. Chapter 4 is composed by an empirical study. It will start from identifying different channel of Chinese online market. Then based on the study of top 100 luxury brands, it explores the difference between the Chinese online luxury market and that of mature market based on different categories. It also investigates the performance of luxury brands on social network service. In Chapter 5, this paper will give out some suggestion and feasible online strategies for luxury brands. Meanwhile, it will provide some successful practices of luxury brands. At last, limitation and conclusion of the research will be addressed.