奢侈品网络营销影响因素研究——基于年轻消费群体的实证分析

Research on the Influencing Factors of Online Marketing of LuxuryBrands-take Young Consumers as an Example

针对奢侈品品牌在年轻消费群体中的网络营销问题,基于CCDVTP模型和结合SICAS模型建立网络营销新模型,并运用统计分析等方法建立6个影响因素研究假设;借助SPSS统计分析软件对相关数据进行分析,以验证建立的研究假设;结合年轻消费群体的特点和消费动机,提出针对奢侈品品牌消费群体的网络营销策略.

Aiming at the problem of online marketing of luxury brands among young consumers,a new model of online marketing is established based on CCDVTP model and SICAS model,and six hypotheses of influencing factors are established by means of statistical analysis;SPSS statistical analysis software is used to analyze the relevant data to verify the established research hypothesis;and combines with the characteristics and consumption motivation of young consumers,this paper puts forward the network marketing strategy for luxury brand consumers.