Research On Marketing Strategy Of Luxury Channel Integrated E-commerce Platform

At present,with the rapid development of economy and the gradual upgrading of mass consumption,consumers purchasing power is constantly improving.Especially the Millennium generation in China has gradually become the main force of luxury consumption.Luxury goods e-commerce companies are competing to occupy the brand,seize the right of fashion discourse,and speed up the layout of luxury goods ecology.Faced with the soaring consumer demand and increasingly fierce competition in the consumer market,how to adopt positive and effective marketing strategies to occupy the public mind of Chinese luxury goods e-commerce has become a problem to be explored.Suggested marketing strategies can help e-commerce platforms to avoid detours.Starting from the status quo of luxury e-commerce platform,this paper analyses the market data of luxury e-commerce,lists and collates the whole development process of luxury e-commerce in China so far,and establishes relevant databases.It focuses on the marketing strategy of luxury channel integrated e-commerce platform,finds out the pain points in the development of luxury e-commerce at present,the development trend is forecasted,and the marketing strategy of luxury e-commerce is proposed.