摘要：随着经济的全球化，产品越来越成为一种象征，今天的奢侈品可能就是明天的普通品。在今天，越来越多的奢侈品作为在线销售的方式为广大消费者所接受，可以说奢侈品销售是一种全新的尝试。但是这恰恰反映了奢侈品的网上消费所具有独特的魅力，让人跃跃欲试。文章介绍了奢侈品的概念、特征和类型，分析了奢侈品的消费心理、消费分类以及奢侈品的网络化，重点分析了电子商务环境下我国奢侈品的销售模式与策略，最后归纳总结出目前我国奢侈品网上消费存在的主要问题，并针对这些问题提出一定的建议。本文正是基于这种尝试、抱着一种新奇的研究心态对奢侈品在进行了初步的探究。
关键词：电子商务； 奢侈品； 网上销售； 销售模式
Abstract：With the globalization of the economy, products are increasingly become a symbol of luxury today may be tomorrow's ordinary goods.Today, a growing number of luxury as a way of online sales for the majority of consumer acceptance, it can be said that the sales of luxury goods is a new attempt. But this is precisely reflect the consumption of luxury goods online has a unique charm, and people eager to This paper introduces the concept of luxury, the characteristics and type of luxury consumer psychology, consumer classification, as well as the luxury of networking, the focus of China's luxury goods sales model and strategy in e-commerce environment, and finally summarize the current the main problems of our luxury online consumer, and to make certain recommendations to address these issues. The article is based on an attempt at holding a novel research mentality for luxury goods during the preliminary inquiry.
Key words: Electronic Business; Luxury goods; Online sales; Sales mode
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