English  |  正體中文  |  简体中文  |  全文筆數/總筆數 : 83053/111947 (74%)
造訪人次 : 21700295      線上人數 : 758
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧:
  • 您可在西文檢索詞彙前後加上"雙引號",以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋,建議至進階搜尋限定作者欄位,可獲得較完整資料
  • 進階搜尋
    請使用永久網址來引用或連結此文件: http://nccur.lib.nccu.edu.tw/handle/140.119/118650


    題名: 奢侈品和電子商務:中國如何影響西方奢侈品牌的走向
    Luxury and ecommerce: how china is shaping the future of western luxury brands
    作者: 孟嘉蘭
    de Montvalon, Garance
    貢獻者: 高端訓
    Koh, Simon
    孟嘉蘭
    de Montvalon, Garance
    關鍵詞: 奢侈
    中國
    時尚
    零售
    人工智慧
    Luxury
    China
    Fashion
    Retail
    Artificial intelligence
    日期: 2018
    上傳時間: 2018-07-13 15:17:49 (UTC+8)
    摘要: This paper reflects on the influence of technology innovations on the global luxury landscape, a market dominated by Western brands looking to reach unique China’s consumers pool. As competition is getting sharper on a global scale, luxury consumers are stimulated into being more sophisticated. We will discover that consumers’ expectations go beyond the single purchase of an item to become a whole premium experience. We explain how the Internet has changed the purchase path in many ways, and how digital innovations will be a game changer in the luxury industry.
    Data-processing ability will be essential for key players to stand out and stay upfront. It will determine who is going to lose and who is going to win. Digitalization will impact high-end companies all along its value chain, from creation, to logistics, marketing, consumer loyalty, and revenue making. Furthermore, innovation will also be a way to fight counterfeit, the thorn by luxury’s side to expand luxury in China.
    As brand image is capital for luxury companies, they are still reluctant to sell online, but, step by step, they become less digitally shy and now invest all kind of digital platforms. The data they can gather on Chinese online consumers provide the luxury industry a two-digits growth that was long gone in Western countries.
    參考文獻: Bearden, William O. and Michael J. Etzel, “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, September 9, 1982.

    Bendell, Jem and Anthony Kleanthous, “Deeper Luxury”, WWF, 2017

    Boudet, Julien, Brian Gregg, Jane Wong and Gustavo Schuler, “What shoppers really want from personalized marketing”, McKinsey & Company, October 2017, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-shoppers-real- ly-want-from-personalized-marketing?cid=soc-web

    Bughin, Jacques, and Eric Hazan, Sree Ramaswamy, Michael Chui, Tera Allas, Peter Dahlström, Nicolaus Henke and Monica Trench, “Artificial Intelligence: the Next Digital Frontier?”, McKinsey Global Institute, June 2017

    Bughin, Jacques, Eric Labaye, Frank Mattern, Sven Smit, Eckart Windhagen, Jan Mischke and Kate Bragg, “The brightening mood of European business – and what it means for investment”, McKinsey Global Institute Report, May 2017, https://www.mckinsey.com/glob- al-themes/employment-and-growth/the-brightening-mood-of-european-business-and-what-it-means-for-investment

    Business Of Fashion, and McKinsey & Company, “The State of Fashion 2018”, 2018

    Charles, Kerwin Kofi, Erik Hurst, and Nikolai L. Roussanov (2007), “Conspicuous Consumption and Race,” NBER Working Paper No. W13392.

    Choudary, Sangeet Paul and Geoffrey Parker and Marshall W. Van Alstyne, Platform Revolution: How Networked Markets Are Transforming the Economy, 2016

    Conti, Samantha. “Burberry’s Bold Move: To Make Shows Direct to Consumer”, WWD, Feb 5, 2016. http://wwd.com/fashion-news/designer-luxury/burberry-runway-delivery-schedule-direct-consumer-10340340/

    Deloitte, “Bling it on: What Makes A Millenial Spend More?”, 2017

    Deloitte, “China Luxury E-Commerce White Book”, December 2017

    Dubois, Bernard and Patrick Duquesne. “The Market for Luxury Goods: Income versus Culture,” European Journal of Marketing, January 27, 1993

    Escalas, Jennifer Edson and James R. Bettman. “You Are What You Eat: The Influence of Reference Groups on Consumers’ Connections To Brands,” Journal of Consumer Psychology, March 13, 2003.

    Evans, Michelle. “Apparel Category to Drive Product-Based Digital Commerce Growth: Think with Google Partnership”, Reuters, September 22, 2016, http://blog.euromonitor.com/2016/09/appar- el-category-drive-product-based-digital-commerce-growth.html

    Evans, Michelle. ”Time Spent On The Internet”, We Are Social, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wpcontent/uploads/sites/2/2017/01/Slide034.png

    Forrester, “Asia Pacific Ecommerce Market To Reach Us$1.4 Trillion In 2020”, March 4, 2016, https://www.forrester.com/asia+pacific+ecommerce+market+to+reach+us14+trillion+in+2020/-/e-pre8924

    Grossman, Gene M. and Carl Shapiro, “Foreign Counterfeiting of Status Goods,” The Quarterly Journal of Economics, February 1988

    Kemp, Simon. “Digital in 2017: Global Overview”, We Are Social, January 24, 2017, https://wearesocial.com/special-reports/ digital-in-2017-global-overview

    Lavin, Frank. “Why Alibaba’s Platform Tmall Works So Well.” Forbes, Nov 20, 2017, https://www.forbes.com/sites/franklavin/2017/11/20/alibaba-and-the-consumer-journey-my-dinner-with-joe-tsai/#2fae54414e95

    McGinnis, Devon. “Please Take My Data: Why Consumers Want More Personalized Marketing”, Salesforce, December 2, 2016, https:// www.salesforce.com/blog/2016/12/consumers-want-more-personal- ized-marketing.html

    McKinsey & Company, “ Chinese Luxury Consumers: The 1 Trillion Renmibi Opportunity”, May 2017

    McKinsey Corporate Banking. “Disruption and Connection: Cracking the Myths of China Internet Finance Innovation”, July 2017

    McKinsey Global Institute Discussion Paper: “China’s Digital Economy - A Leading Global Force”, December 2017

    McKinsey Global Institute, “A future that works: Automation, Employment and Productivity”, January 2017

    McKinsey's Global Economics Intelligence, September 2017

    Milnes, Hilary. “How China’s luxury e-commerce market will evolve in 2018”, Glossy, December 15, 2017

    Milnes, Hilary. “The State of Luxury E-Commerce In China”, Glossy, August 7, 2017.

    Muniz, Albert M. and Thomas C. O’Guinn, “Brand Community” Journal of Consumer Research, March 27, 2001.

    Murali, Narayanaswamy. “MIT Demand Forecasting and Price Optimization Tool for Rue La La”

    Prudhomme, Cécile. « 60 milliards d’euros : c’est l’ardoise de la contrefaçon pour l’Europe » Le Monde, June 6, 2018.

    Roll, Martin. “Chinese Luxury Consumers – Trends and Challenges for Luxury Brands”, June 2017. https://martinroll.com/resources/articles/asia/chinese-luxury-consumers-trends-and-challenges-for-luxury-brands/

    Schmid, Jon, and Fei-Ling Wang, “Beyond National Innovation Systems: Incentives and China’s Innovation Performance”, Journal of Contemporary China, August 2017

    Simpsons, Colins. “Luxury is Back In Vogue In China”, Business of Fashion, September 21, 2017. https://www.bloomberg.com/news/articles/2017-09-28/luxury-back-in-vogue-as-china-s-women-middle-class-lead-the-way

    Sirgy, M. Joseph. “Self-Concept in Consumer Behavior; A Critical Review,” Journal of Consumer Research, March 9, 1982.

    South China Morning Post, “How US luxury brands conquered China”, May 20, 2018.

    Stephens, Doug. “Reengineering Retail: The Future of Selling in a Post-Digital World”, 2017

    Veblen, Thorstein. “The Theory of the Leisure Class,” in The Collected Works of Thorstein Veblen, Vol. 1., 1899.

    Wang, Connie. “To Kering, Luxury Means Trashing Fashion’s Death Wish” Refinery29, April 20, 2018, https://www.refinery29.com/2018/04/196784/kering-luxury-sustainability

    We Are Social, “Time Spent On Social Media”, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wp-content/uploads/ sites/2/2017/01/Slide047.png

    Wei, Daniela. “China's Newfound Taste for Luxury Travel Is Bad News for Diamonds”, Bloomberg, 14 Sept 2017, https://www.bloomberg.com/news/articles/2017-09-14/china-wanderlust-poses-hurdle-for-diamond-rebound-de-beers-says

    Weinswig, Deborah, citing Musefind Research, “Influencers Are The New Brands”, Forbes, October 15, 2017, https:// www.forbes.com/sites/deborahweinswig/2016/10/05/ influencers-are-the-new-brands/#7bae2b3e7919

    Wernerfelt, Birger. “Advertising Content When Brand Choice is a Signal,” The Journal of Business, 1990

    White, Katherine and Darren W. Dahl. “To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences,” Journal of Consumer Psychology, April 16, 2006.

    Whittler, Tommy E. and Joan Scattone Spira. “Model’s Race: A Peripheral Cue in Advertising Messages,” Journal of Consumer Psychology, April 12, 2002.

    Young, Jee Han - Joseph C. Nunes - Xavier Drèze. “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Forthcoming in Journal of Marketing, July 2010.
    描述: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    106933063
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0106933063
    資料類型: thesis
    DOI: 10.6814/THE.NCCU.IMBA.021.2018.F08
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

    文件中的檔案:

    沒有與此文件相關的檔案.



    在政大典藏中所有的資料項目都受到原著作權保護.


    社群 sharing

    著作權政策宣告
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋