Research On Consumer Behaviors For Online Apparel Luxury Products Marketing In China

Luxury industry is a significant part of modern commerce.It has been a long history in western countries.With the rapid development of economy,China consumes more and more luxury products.These years,the total consumption of luxury products rank top ten all over the world.Till the end of 2011,China became the biggest market of luxuries.China has a large group of potential buyers which grips the attention of luxury brands.Countless researches spring up which are mainly about the psychological characters and behaviours of Chinese consumers'.China has a great influence on luxury industry as well as western mature markets,like Britain.The financial crisis arose in 2008 and it hit the luxury industry badly.Thus the luxury industry began to notice the online shopping.The boom of internet makes online shopping a part of life and it helps to change the way people live.Since the E-commerce promotes itself,luxury industry finally put their bias aside and started to sell products through internet.This had been a virtuous cycle.As the profits from online shopping became larger and larger,it was highly valued by luxury companies.Luxury companies shift their priorities to China.One reason is that the pace of E-commerce development in China is compliance with the whole world,even prior in some fields.The other one is the expanding and maturity of luxury markets in China.This paper makes an analysis to research the consumer behavior of luxury internet marketing,and explores the factors influencing the consumers' purchase of luxury,and constructs the model of luxury internet marketing consumer behavior in China.Then put forward the corresponding marketing strategy for the luxury industry on how to carry out E-commerce.This essay will focus on the network marketing of luxury products based on the consuming behavior analysis by theoritical analysis,comparative study,assumption,experimental design,consumer interview,specialist interview,questionnaire survey,data analysis and summarization.The research will start from former theories.Based on the review of related results,I will conduct in deep research and make reasonable analysis.According to the literature review,combining the recent situation of network marketing to luxuries in China,the consumer behavior will be further investigated.Through deep interviews and questionnaire surveys,a model about how consumers decide to buy luxuries under network marketing will be set.Suggestions can be put up when luxury companies are doing marketing strategy.By studying the online luxury purchase to Chinese consumers,the elements which influence the purchase can emerge.Such kinds of elements then lead to the specific suggestions to luxury companies while doing marketing.Main research purposes are listed as below(1)to summarize the development situation of luxury online purchase in China and Britain.(2)By investing and analyzing different consuming markets,to indicate the characteristics and differences among Chinese and British luxury consumers towards online shopping also the reason why those differences come up(3)To set up a model of purchase decision on online luxury purchase(4)To give some suggestions of network marketing of luxury products.