【作者】 魏蕾如；

【导师】 王伟军；

【作者基本信息】 华中师范大学 ， 情报学， 2006， 硕士

【摘要】 对奢侈品网上消费研究是建立在对奢侈品消费研究的基础之上。奢侈品的网上消费是作为奢侈品消费与网络消费的一种结合而存在的。只是,对奢侈品的消费而言,网络不再只是一种冰冷的技术形态,它作为电子商务在网络营销领域的极致化应用,顺应了奢侈品消费的时代潮流。诚如奢侈品只是部分有闲、有钱人士的选择一样,奢侈品的网上消费也只是针对那部分适应或者向往网络生活的人而言的。就现阶段而言,奢侈品网上消费不一定能够成为下一代的消费主流,但其继续向前的趋势是不可避免的。本文正是基于这样的大背景下进行研究的,文章分为五个部分: 第一部分针对我国奢侈品消费能力在国际市场上引起瞩目的现象,在结合我国电子商务快速发展的基础上,提出了研究我国奢侈品网上消费的论题。文章论证了进行奢侈品网上消费研究的重大理论和实践意义,分析了国内外研究现状,提出了本文的研究思路、研究内容。 第二部分主要是介绍奢侈品网上消费的相关基础性知识,为本文的进一步展开提供研究基准。首先介绍了奢侈品的缘起、定义、特征以及分类,然后又叙述了奢侈品消费的经济学原理,同时分析了奢侈品的消费类型、消费心理,最后过渡到奢侈品消费的网络化,分析了奢侈品网上消费的特点。 第三部分是文章的核心部分,介绍了国内外奢侈品网上消费的现状。对我国奢侈品网上消费主要通过对大量资料的研读、归纳,分析了我国奢侈品消费的地域、目标人群以及产品种类。在结合对奢侈品消费网站的测评分析的基础上,对我国奢侈品网络消费平台进行了较为全面的介绍,包括对其功能服务、运营模式以及盈利模式的分析。 第四部分是全文的重点部分,指出了我国奢侈品网络消费存在的问题和不足,主要包括网上奢侈品的真实性与交易安全性问题、奢侈品网上消费本土品牌过少问题、奢侈品网上消费税收的征管问题、我国奢侈品消费主体心态不成熟问题等等。然后针对这些问题提出了一些相应的建议和意见。 第五部分,结束语部分,对本文进行了工作总结,通过对奢侈品及其网上消费的初步研究,不仅使我们了解到奢侈品消费是引领消费时尚,拉动经济快速发展的巨大动力,而且有利于我们进一步把握现阶段我国的消费形势,从而为我国电子商务市场的发展带来契机。最后提出进一步研究工作的方向,以将这个新课题逐步走向深入和完善。更多还原

【Abstract】 The research on online luxuries consumption is based on luxuries consumption research. Online luxuries consumption existed as a combination of luxuries consumption and consumption online. However, internet is no longer just a stony technical pattern for the consumption of luxuries, as the perfection of e-commerce in the field of online marketing;it followed the trend of today’s luxuries consumption. As we used to take luxuries as choices of few rich and the people of the leisure, the online luxuries consumption is targeted at the internet users who are used of online life. Viewing from today, online luxuries consumption would not necessarily become the mainstream of next generation’s consumption, but it’s an inevitable trend in the future that online luxuries consumption will grow. The research of this article is based on this background, and the article is divided into five parts:Part 1, It focuses on the phenomenon of the purchasing capacity of luxuries in our country, which attracts great attention in the international market. On the basis of development of our country e-commerce, I put forward the proposition about our country’s online luxuries consumption. In the article I have demonstrated the great theoretic and practical meaning to study online luxuries consumption, and I have also analyzed the current situation both at home and abroad, and gave out the main idea and content of this article.Part 2, mainly talked about the relevant basic knowledge of online luxuries consumption, offered a reference point for further expansion of this article. We introduced and defined the characteristic and classification of luxuries at first, then narrated the economics principle of luxuries consumption, and analyzed the consumption types and psychology of the luxuries consumers at the same time. Finally we reached the point of the networklization of luxuries consumption, and analyses the characteristic of online luxuries consumption.Part 3 is the key part of the dissertation, which introduced the current situation of both domestic and international online luxuries consumption. Through a careful study, I sum up to a large amount of materials on region analyses, target group and product category for luxuries consumption of our country. Based on the evaluation and analysis of luxuries consumption website, I gave a comprehensive introduction to the internetplatform of our country’s online luxuries consumption, including the analysis of its function and service, managing pattern and profit pattern.Part 4 is an important part of the full text, which points out the existing problems and deficiencies of the online luxuries consumption of our country, including the authenticity of the online luxuries and security issue in the trade, expropriation and management problem, immature minds of luxuries consumers of our country, relevant tax issues and the absence of native brands etc. Then I provided some corresponding suggestions to these problems.Part 5 is the conclusion part which gave a summary to this text. Through research of the luxuries and preliminary research of online consumption, we have learned online luxuries consumption not only leads fashionable consumption, but also spurs enormous motive force for economy growing. The research not only gave us an idea about luxuries, but also helped us to keep the consumption standard of our country at the present stage, thus bring the opportunity for the development of e-commerce market of our country. I pointed out the direction of future research work at the end, in order to move this new subject forward to progressiveness and perfection.更多还原