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    題名: 奢侈品產業數位化的挑戰
    The Challenges of Digitalization in the Luxury Industry
    作者: 王思思
    Wang, Sissi
    貢獻者: 何富年
    Ho, Foo-Nin
    王思思
    Wang, Sissi
    關鍵詞: Luxury
    Digitalization
    Omnichannel
    NFT
    Blockchain
    日期: 2025
    上傳時間: 2025-07-01 15:01:04 (UTC+8)
    摘要: This thesis explores the challenges and opportunities that digitalization presents to the luxury industry. It addresses the question: How can luxury Maisons embrace digital innovation while preserving their heritage and core values?

    My internship at Chanel in the Digital & Innovation department offered valuable insights into the history of Chanel but also how a luxury brand navigates digital transformation. I observed that only selected product categories, such as Fragrance & Beauty and Eyewear, were available online, raising questions about the strategic choices behind limited digital offerings.

    Drawing on academic literature, press articles, and empirical studies, this research analyses how luxury brands integrate digital tools into their models. While initially hesitant, fearing a loss of exclusivity and brand value, luxury houses are now increasingly leveraging digital solutions to enhance both customer experience and operational efficiency.
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    Wiedmann, K.-P. H. (2012). Luxury Consumption in the Trade-Off between Genuine and Counterfeit Goods: What Are the Consumers’ Underlying Motives and Value-Based Drivers? Journal of Brand Management, 19, 544-566. doi:https://doi.org/10.1057/bm.2012.10
    Wong J, H. F. (2023). The reference- independence of CSR expectations for luxury firms. PLoS ONE, 18 (6). doi:e0287014 https://doi.org/ 10.1371/journal.pone.0287014
    Wong, F.-N. H. (2022). Disassociation from the common herd: conceptualizing (in)conspicuous consumption as luxury consumer maturity. Consumption Markets & Culture. doi:10.1080/10253866.2022.2066655
    Zhao, L. (2023). Analysis of LVMH Group's Business Operation Model and Marketing Strategy - A Case Study Based on Group Mergers and Acquisitions. Advances in Economics Management and Political Sciences, 53(1), 25-36. doi:10.54254/2754-1169/53/20230781
    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)
    113933057
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0113933057
    資料類型: thesis
    顯示於類別:[國際經營管理英語碩士學程IMBA] 學位論文

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