奢侈品在中国销售渠道讨论 摘要 年开始，中国互联网购物市场开始进入新阶段。现在中国互联网购物市场，经过了前几年培育，网民数量比 年时增加了二十多倍，整个电子商务环境中交易可信度、物流配送和支付等方面瓶颈也被逐步打破。产品厂商也越来越关注互联网营销渠道，利用其独有特点：能够让厂商直接面对全国全部用户；销售与品牌传输对象范围极广，来推广与销售自己产品。所以，开创或扩展互联网营销渠道是奢侈品在中国进行营销必须进行一项工作。本文正是基于以上背景进行选题，并展开相关阐述。 文章经过对奢侈品、营销渠道、互联网营销渠道等概念梳理，理清了这些概念详细含义及相互关系。然后，根据先整体分析再详细分析思绪整体分析了奢侈品在中国营销渠道情况与未来进展趋势，详细分析了奢侈品在中国互联网营销渠道现实状况、可选择模式、存在问题。文章最终针对以上分析，提出了奢侈品在中国互联网营销渠道建设对策。在分析过程中发觉：奢侈品在中国市场即使整体相当繁荣，但增速已经放缓。未来，奢侈品在中国营销竞争必将愈加激烈，互联网等新兴营销渠道是奢侈品提升营销竞争力有效伎俩。 关键词：营销渠道，互联网营销，营销渠道建设 Abstract Beginning of , the Internet shopping market in China began to enter a new stage. Now the Chinese Internet shopping market, through the cultivation of a few years ago, the number of Internet users increased twenty times higher than in , the bottleneck of e-commerce transactions, logistics distribution and payment credibility, has also been gradually break. Manufacturers are increasingly concerne about the Internet marketing channel, with its unique characteristics: allows the fto directly face the customer all over the country; sales and brand dissemination object scope is very wide, to promote and sell their products. Therefore, to create extend the Internet marketing channel is a luxury for a job marketing must be carrie out in China. This paper is based on the above background of the topic, and starts tdiscussion. This article is about the study of sales ch...
