摘要
奢侈品电商在我国的抢滩，出现了很多现实的研究价值，目前比较主流的第三方奢侈品店主要是采取与国外一级代理商合作的方式拿到充足货源和诱人折扣，同时因为是海外代购的模式也对货品的质量有了一定的保证，伴随着中国人的购买需求的增大，在品牌选择款式挑选方面会越来越挑剔，奢侈品电商完全可以通过SEM展示广告来进行营销推广，从而发展成为一个合理的发展模式。本文通过阐述在电子商务模式下的奢侈品购物方式的革新，NET-A—PORTER的成功模式讨论，进一步探讨电商模式奢侈品购物在中国的可行性。
Luxury E-commerce has reached the Chinese market, there are many realistic value, the mainstream is buyer＇s store having a cooperation with foreign agents to get adequate supply of attractive discounts, at the same time because of the pattern of overseas purchasing on the quality of the goods with the guarantee, along with the increasing demand of the Chinese people, they will become increasingly critical of the selection of the brand, luxury E-commerce can display advertising through SEM marketing, which developed into a reasonable model of development. This paper described the way of innovation in e-commerce mode of luxury shopping, compared with the old shopping patterns, the NET-A-PORTER＇s successful model, discussed further for exploring the feasibility of E-commerce luxury shopping in China.
