享奢华海外侈品代购网策划书.docVIP

享奢华海外奢侈品代购网策划书 学号：2009485299 姓名：顾 磊 目录 一 项目简介··············································4 二 中国奢侈品消费市场调查与分析 1 奢侈品定义··········································4 2 奢侈品分类··········································5 3 中国奢侈品市场现状··································5 4 购买地点············································6 5 主要购买品种比例分析································6 6 奢侈品购买动机······································6 7 国内市场奢侈品价格构成······························6 8 主要奢侈品购买渠道··································7 9 售后服务············································7 三 网站定位 1 服务对象·············································7 2 服务内容·············································8 四 网络海外代购的合作及物流方式 1 专业代购网的境内外合作······························8 2 私人境外代购模式····································9 3 国外商家直接入境····································9 五 网站目标 1 近期目标············································9 2中期目标············································10 3 长期目标············································10 六 网站组织及运作模式···································10 七 网站推广方式 1 主流购物网设立网店··································11 2 网络广告发布········································11 3 搜索引擎排名········································11 4 大型颁奖典礼及娱乐传媒活动赞助······················11 八 效益分析··············································12 一 项目简介 随着中国市场经济的飞速发展，国民收入的提高，生活水平也自然而然的提高。在基本的生活需求被广泛而丰富的满足的同时，有较高收入的人群会去追求物质上高于温饱的更高层次的享受——奢侈品进入了中国人的视线。 我国目前有商品的品质较低，原料细分不到位，手工艺技师不能与国外相比，对市场、时尚潮流前沿的把握不准和盲目追求利润，大量生产等现状，致使我国有价格昂贵的艺术品，历史悠久的老字号，数量稀缺的古董，但始终没有一个奢侈品品牌。迫于这种现状，国人购买奢侈品全部为外国品牌。 由于我国的税收和关税政策及海外奢侈品品牌提价，国内专卖店店免费，国际货运费用高昂等原因，使得奢侈品的价格高的惊人。加之国内专卖店款式陈旧，品质成色不好，使得国内众多的消费者望而却步。 海外代购的优点：（1）购买环节较专卖店简单，节省费用；（2）利用网络的高效性，省时省力；（3）国外原产地提货，款式最新颖；（4）国外原产地提货，质量有保证，满足消费者对品质的要求；（5）在国外可以买到限量款、纪念款等国内购买不到的商品。 以上的种种契机，使奢侈品海外代购有了广阔的商机。 二中国奢侈品消费市场调查与分析 1.奢侈品定义 奢侈品（Luxury）在国际上被定义为“一种超出人们生存与发展需要范围的，具有独特、稀缺、珍奇等特点的消费品