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https://nccur.lib.nccu.edu.tw/handle/140.119/157806
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| Title: | 奢侈品產業數位化的挑戰
The Challenges of Digitalization in the Luxury Industry |
| Authors: | 王思思
Wang, Sissi |
| Contributors: | 何富年
Ho, Foo-Nin
王思思
Wang, Sissi |
| Keywords: | Luxury
Digitalization
Omnichannel
NFT
Blockchain |
| Date: | 2025 |
| Issue Date: | 2025-07-01 15:01:04 (UTC+8) |
| Abstract: | 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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| Description: | 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
113933057 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0113933057 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
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