The Problems And Countermeasures Of The Development Of E-commerce In The Luxury Industry

China's luxury market in the past 10 years has experienced rapid development,at the same time,the emergence of the Internet has fundamentally changed the traditional business model,and has a profound impact on consumer behavior.The Internet makes people more convenient access to a variety of resources,but also become a platform for information exchange and communication.In now under the pressure of the global crisis,the luxury goods industry faces huge challenges,luxury brands is gradually converted past for Internet cautious attitude,in order to keep the product unique,scarce at the same time,the Internet seems to the luxury goods industry has brought vitality.No matter for luxury goods giants such as LVMH,Richemont,or Italy's family of brands,how to in the recession of the environment to maintain the industry's steady growth is the major luxury goods companies need to address the problem.This also makes it more urgent to explore new business models to optimize marketing,sales,and supply chain changes.However the characteristics of e-commerce and the luxury of social attributes of conflict with each other,so how can we combined with the advantages of electronic commerce and retain the luxury marketing itself value property and luxury e-commerce has become an important issue.Through research on luxury properties,the characteristics and advantages of e-commerce research combined with the experience of successes and failures at home and abroad,put forward some luxury e-commerce marketing ideas and opinions on implementation of in our country.In the first part,we briefly discussed the research background and the significance of developing e-commerce in the luxury industry.Then this paper of luxury and e-commerce theory results were simply reviewed and the depth of analysis the strengths and weaknesses of the luxury industry and characteristics of e-commerce.The fourth part,this paper discussed problems encountered by some of the luxury brand in the development of electronic commerce,and puts forward some feasible solutions and suggestions for how to make Internet coincided with the whole brand positioning brand image in the fifth part.In this part,this paper also provides some successful experience of the luxury brand network practice for reference.The last part of the paper summarizes the full text and expounds the problems that need to be further discussed.