Construction And Application Of Luxury Website Evaluation System

With the rapid development of the Chinese economy, luxury consumption is rising year byyear, to attract the attention of the global luxury brand. Foreign luxury brands have enteredChina to seize the consumer market, Chinese consumers of luxury goods brand awareness isrelatively low, only a small number of expert consumers to be able to blurt out the top brands’name in the major category. Therefore, for any luxury brand, brand’s education in the Chinesemarket is very important. At present, the Chinese consumer accesses to the luxury informationnetworks are not many channels. Therefore, there are high expectations of the luxury brand’sofficial website information.This paper summarizes existing website evaluation research and analysis, pioneered theintroduction of analytic hierarchy process to the luxury site evaluation’s field. And did a largenumber of luxury the official website of the empirical analysis, a deep understanding of luxurysite characteristics. Thus refine out to evaluate luxury website a set of index system. Indexsystem consists of cultural transmission, luxury service, system quality and site effects; Systemdesign of information of Chinese heritage and concept, brand, brand information, productinformation, social responsibility, product specialization service, the distinguished service and soon,22level two indexes, to give them the corresponding weights, building luxury site evaluationsystem; Finally, the evaluation system, the evaluation and analysis of four luxury site, and putforward suggestions for improvement. These studies and the application of the results of theevaluation of the luxury site and luxury construction site has a very important theoretical andpractical significance.