Study On The Marketing Effect Of The Domestic Luxury Website Based On Content Analysis

In the past ten years, the luxury goods market in China has experienced high-speeddevelopment. Meanwhile, the emergence of Internet has radically changed the traditionalbusiness model to prompt the birth of luxury goods e-commerce. Under the pressure ofglobal economic crisis, luxury goods market faces great challenges. On one hand, theluxury goods e-commerce in China has developed in a quick pace and luxury goodsshopping website has already become a new investment hotspot since2011. On the otherhand, the flourish of luxury goods websites only lasted for one year and then fell into adownturn immediately. In2012, many luxury goods websites just entered a chilly winterand failed to sustain. This reality and trend has told our group of luxury goods e-commerceresearchers that the suggestions for luxury goods website construction shall be given andresearches on how to construct a marketing-oriented luxury goods website shall be made.Strategies and decisions of luxury goods website operators can be delivered to customersvia website content. This paper tries to analyze the differences in communication abilitiesconveyed by different website contents and provides certain inspirations for websiteoperators. Content analysis method, which is a relatively mature method globally andapplied in sociology, communication, informatics, information science, psychology,management science and many other subjects, is applied to analyze and assess the Chineseluxury goods shopping websites.This paper is divided into5chapters. The first chapter is the introduction, whichpresents the research background, research purpose, research significance and technicalroute. The second chapter is the literature review, which analyzes research methods andtheory of website assessment both home and aboard as well as the application of contentanalysis in website assessment and luxury goods management and marketing situationonline, in order to provide theoretical foundation for assessment system of luxury goodswebsite content. The third chapter conducts research design for the assessment system ofluxury goods shipping websites via the experiments that includes sampling, categorydesign, encoding, reliability and validity tests, investigation and implementation, etc. The fourth chapter contains data analysis and the result discussion, which conducts thediscussion on the relationship between website content and marketing effects according tothe result classification and contrastive analysis. Fifth chapter is conclusion, whichprovides constructive suggestions for luxury goods website marketing and points out theshortcomings and innovation points of this paper.