奢侈品品牌的线上线下营销对比分析

Comparative Analysis on Online and Offline Marketing of Luxury Brands

随着中国经济的快速发展,奢侈品对中国消费者来说已不再陌生。互联网的应用给人们消费方式带来了巨大改变。奢侈品行业也逐渐摒弃了固有偏见,开始利用网络这一新兴手段开展营销活动。本文通过对奢侈品线上线下营销策略现状进行分析,并从价格、产品、营销方式、销售渠道等四方面进行对比分析,总结奢侈品在销售过程中应该以线下营销为主线上营销为辅的营销策略,对奢侈品营销的实践具有重要的指导意义。

With the rapid development of China＆#39;s economy, luxury is no longer strange to Chinese consumers. The application of the Internet has brought people great change of consumption. Luxury industry also gradually abandoned the inherent bias and begun to take advantage of this emerging network means to carry out marketing activities. From four aspects of price, products, marketing, sales channels, this paper analyzed the present situation of luxury goods online and oflfine marketing strategies, and summarized luxury in the sales process should be given priority to oflfine marketing supplemented by online marketing, which is of important guiding signiifcance for luxury goods marketing practice.