Research On The Luxury Network Of Communication

Total luxury consumption in China has increased to9.4billion, the proportion of global market share has reached27.5%, and for the first time China surpassed the United States to become the world’s second largest consumer of luxury goods, after topping the list of Japan. With the outbreak of the Internetpopularity, Chinese consumers have an unprecedented understanding of luxury goods. they are more interested in the Internet information than any other mainstream consumer groups,52%of them will search on the internet to view product details and price information. The Internet has quickly become the second largest fashion consumer information channels.Through which way the luxury network communication spread? what kind of results will the luxury site emerging and brand communication cause? what kind of influence will the results produce to network audiences and social? This article will use the communication ssemination of knowledge to do a critical research on the phenomenon of luxury Internet work communication.This article is divided into five chapters, as follows:First chapter describes the crazying phenomenon of network luxury, then defined in the definition and scope of the analysis of luxury,introducing the research status, research methods, theoretical basis and the framework.Chapter tow analysis the characteristics and information recipient of the network consumers of luxury goods, obtaines the unique information interactionand feedback patterns, the characteristics of interpersonal communication and the advantages of internet word of mouth, finally analysis its uses and gratifications.Chapter third combines with luxury goods network transmission routes, spread supporters to introduce the features, functionality of luxury websites, then analysis promotion methods, conclude that the mode of transmission of the luxury network.Chapter IV is critical studies of luxury network spread, combining with luxury network communication patterns and their effects to give a neutral analysis of the criticalanalysis of the impact of the mode of transmission, from the content, symbols, landscape perspectives.Chapter V is the conclusion and limitations of this article.