Women Luxury Network Marketing Strategy

In recent years, Chinese consumers have played an important role in theinternational luxury goods consumer market, at the same time, the domestic luxuryconsumer market has also vigorously developed, leading luxury brands have enteredthe domestic first-tier or second-tier cities. In2012, China surpassed Japan to becomethe world’s largest luxury goods consumer market. Luxury e-commerce springs up.From2008to2010, many luxury-goods websites had been on-line, they had raised alot of money and attracted several rounds of venture capital to help potential luxurye-commerce development. While China’s economy and culture rapidly developing,the status of women in social is increasing every day. The force of the strong demand,purchasing power, spending power and shopping influence of the modern femaleconsumers promote developing the consumer market and also encourage countlessbusinesses rushed to open up the exclusive women market. The female consumer isincreasingly becoming an important driving force for stimulating domestic demandand promoting economic development. In the luxury goods online shopping market,most luxury goods are women-only luxuries, and female consumer groups is a majorluxury online consumer groups. Women are the main customers of luxurye-commerce.This article is aimed at doing women luxury online shopping market researchand making online marketing strategies for women luxury. Women play anincreasingly important role in China’s consumption, to carry out this study not only infavor of women’s luxury network companies developing marketing characteristicsstrategies of consumer behavior against women, but also conducive to the country toadjust the consumer guide policy to optimize the consumption structure. With thedevelopment of science and technology, Internet technology will become more perfect,and the network marketing technology will face entirely upgrade. This study can helpenterprises to seize the historic opportunity to expand marketing, and through theInternet platform, to select the right marketing focus, and provide the network marketing method reference in this after. Female marketing as a new marketing edgesubdiscipline, its theory and research methods are still in the initial stage. The study ofthe female marketing network for women luxury consumption is an improvement ofthe marketing discipline branch. In this paper, the inductive and deductivecombination method, the literature research method, comparative analysis, surveyanalysis and model analysis are used to demonstrate the point of this article.In this paper, through an in-depth analysis of the female extravagant onlineshopping market, the article studies the behavioral characteristics of women throughthe network to buy luxury. This study is on the base of Sexual Orientation Star Modelwhich has four dimensions: Social Values, Life Time Aspects, Communication Keys,and Synthesizer Dynamics. After surveying21on-line luxury goods websites and5stopped operating luxury shopping websites, this paper divides the luxury websitesinto three categories: Professional Luxury Website, Luxury Channel Website andNiche LuxuryWebsite, and analyses female luxury goods’operation in the three typesof site. On the analysis of women luxury shopping network behavior and womenluxury websites, this paper put forward four women luxury online shopping networkmarketing strategies: Differentiation Strategy, Bidirectional Channels CombinedStrategy, Interactive Marketing Strategy and Social Marketing Strategy, and does aspecific analysis and implementation for these strategies. Women’s luxury networkmarketing strategies provide luxury online shopping enterprises theoretical guidanceand practical analysis.