奢侈品品牌COACH在中國(guó)的網(wǎng)絡(luò)營(yíng)銷策略初探.pdf

1、復(fù)旦大學(xué)MBA學(xué)位論文奢侈品品牌COACH在中國(guó)的網(wǎng)絡(luò)營(yíng)銷策略初探目錄第一章關(guān)于奢侈品的基礎(chǔ)概念511奢侈品的定義512奢侈品行業(yè)的產(chǎn)品種類613奢侈品品牌714奢侈品品牌價(jià)值815奢侈品市場(chǎng)10第二章COACH一流的奢侈品品牌1321品牌歷史1322品牌現(xiàn)狀14第三章COACH在中國(guó)的發(fā)展1731日漸寬松的政策法律環(huán)境1732欣欣向榮的中國(guó)經(jīng)濟(jì)1933百花齊放的社會(huì)文化大環(huán)境2234CoACH品牌優(yōu)勢(shì)分析2635CoACH品牌劣勢(shì)分析

2、29第四章奢侈品的新?tīng)I(yíng)銷渠道：網(wǎng)絡(luò)營(yíng)銷3141日新月異的網(wǎng)絡(luò)技術(shù)3l42中國(guó)的網(wǎng)絡(luò)購(gòu)物發(fā)展迅速3243奢侈品的網(wǎng)絡(luò)營(yíng)銷機(jī)會(huì)和挑戰(zhàn)35第五章COACH的網(wǎng)絡(luò)營(yíng)銷策略選擇4251COACH網(wǎng)絡(luò)銷售的策略選擇4252CoACH網(wǎng)絡(luò)營(yíng)銷的機(jī)會(huì)分析4353CoACH網(wǎng)絡(luò)營(yíng)銷的挑戰(zhàn)分析48第六章COACH網(wǎng)絡(luò)營(yíng)銷設(shè)計(jì)5161網(wǎng)絡(luò)銷售的產(chǎn)品種類選擇5162官方B2C網(wǎng)站建設(shè)5263網(wǎng)站推廣5464支付方式5665物流配送及售后服務(wù)57第七章實(shí)踐效果與

3、反思5971在美國(guó)本土的實(shí)踐5972客戶瀏覽行為和購(gòu)買行為分析6073COACH在中國(guó)網(wǎng)絡(luò)營(yíng)銷的改進(jìn)建議62參考文獻(xiàn)：65后記：67嘧一礦Mh圮麓_喁、垣饉餾用=地u薹”跗黼豁嘲鍬礴瓠腳——囀1A—1—西并芻諱越1訂—_—囂確“飛，‘；；，復(fù)旦大學(xué)MBA學(xué)位論文奢侈品品牌COACH在中國(guó)的網(wǎng)絡(luò)營(yíng)銷策略初探Abstract：WiththerapiddevelopmentofChina’Seconomyandoverallconsumpti

4、onlevelrising，theluxuryconsumergroupsgrowrapidlywhichattracttheworld’SattentionAtthesametime，withtherapiddevelopmentofChina’Snetizen，moreandmorepeopleareinclinedtopurchasesproductviaintemetShouldluxurygoodsconsideroccupy

5、ingthispotentialmarketHowtoenterthishugemarketThisthesisstartsfromtheconceptofluxurygoodsanddescribetheluxurygoodsmarketAnalyzedacertainfamousluxurybrandCOACHbydominanceanalysisandweaknessanalysis，alsoanalysisenvironment

6、ofintemetmarketingbyinternalenvironment，externalenvironmentopportunityandthreatAttheendofthesis，IalsoconceivedtheonlinebusinessstrategyforitKeywords：luxurygood，COACH，onlineshopping，onlinemarket，andonlineshoppingconsumerC