网络经营条件下的奢侈品关系营销策略分析-analysis on the marketing strategy of luxury goods relations under the condition of network operation.docxVIP

网络经营条件下的奢侈品关系营销策略研究SummaryAbstract: With the rapid development of the Internet, the network is gradually becoming an indispensable part of common people’s daily life, whereby people can roam randomly free from limits on time space. Not everybody is capable of using networks, but it is everybody’s dream to have an extravagant life. Network marketing seems to have nothing to do with relationship marketing. However, with the social development and the quickening paces of people’s lives, online shopping markets will take up 5% to 8% of the market share of the gross amount of retail consumer goods. The marketing of luxuries is supposed to make use of relationship marketing strategies which is based on fine relationships with clients, by which it can survive in the sharp competitive markets. Luxuries are supposed to be marketed online by means of relationship marketing, thus optimizing the transformation of the marketing effects. This thesis mainly adopts the method of combining theory literature with marketing practice, and researches the relationship marketing via the application of network. According to researches, it proves more efficacious and more influential to carry forward communication, popularization and relationship marketing via the network than to undertake these things via substantive marketing, but it is thus more difficult to guarantee clients’ loyalty and to maintain client relations. Combined with the contents of the researches, it requires not only certain skills at online promoting but also taking appropriate measures so as to integrate with relationship marketing in order to carry out the relationship marketing of luxuries on the network platform. More importantly, marketing should be carried forward via the methods of online demonstrations and offline experience, the relationships with clients rivals should be continuously enhanced on the basis of practical requirements, and the relevant messages should be sent via the network thereby achieving w