本文選題：信息時(shí)代　切入點(diǎn)：社交購物　出處：《北京服裝學(xué)院》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著信息時(shí)代的高速發(fā)展,數(shù)字技術(shù)的發(fā)明使得人們能在互聯(lián)網(wǎng)這個(gè)虛擬世界范圍活動(dòng),人類突破時(shí)空限制。它既是人類現(xiàn)實(shí)生活的延伸,也可以不需要實(shí)際存在作為基礎(chǔ)。信息技術(shù)不僅對(duì)人類生活方式有著深刻影響,同時(shí)潛移默化的改變著人們的生活習(xí)慣。社交購物平臺(tái)基于此而形成,它可以滿足消費(fèi)者的多種需求,比如商品信息搜尋,購物經(jīng)驗(yàn)分享,與線上的他人建立和維護(hù)關(guān)系等。社交購物逐漸成為消費(fèi)者、品牌企業(yè)進(jìn)行線上活動(dòng)的主要選擇。本文首先對(duì)信息時(shí)代、奢侈品和社交購物三個(gè)概念分別進(jìn)行闡述,對(duì)于信息時(shí)代的發(fā)展特征、奢侈品品類與品牌的等級(jí)細(xì)分和社交購物優(yōu)勢(shì)都做了細(xì)致的闡述。在此基礎(chǔ)上,搜集相關(guān)權(quán)威機(jī)構(gòu)發(fā)布的數(shù)據(jù),分析社交購物平臺(tái)的初始形態(tài)特點(diǎn)、消費(fèi)者與品牌層面的影響等；再有選擇具有代表性奢侈品社交購物平臺(tái)國外的Net-A-Porter、國內(nèi)的Ofashion進(jìn)行了深入的分析；最后,通過總結(jié)以上研究得出結(jié)論。本文旨在從信息時(shí)代下社交購物的消費(fèi)者、品牌企業(yè)的影響關(guān)系中找尋奢侈品在社交購物平臺(tái)內(nèi)的發(fā)展可能,通過社交購物平臺(tái)的精準(zhǔn)社交營銷幫助奢侈品找到潛在客戶群,提升消費(fèi)者與品牌互動(dòng)關(guān)系,為未來發(fā)展出一份力。
[Abstract]:With the rapid development of the information age, the invention of digital technology enables people to move in the virtual world of the Internet, and human beings break through the limitation of time and space. It is an extension of human real life. Information technology not only has a profound impact on the human way of life, but also changes people's living habits. It can meet a variety of consumer needs, such as commodity information search, shopping experience sharing, building and maintaining relationships with others online, etc. Social shopping has gradually become a consumer, The main choice of online activities for brand enterprises. Firstly, this paper expounds the three concepts of the information age, luxury goods and social shopping, and discusses the characteristics of the development of the information age. The classification of luxury goods and brands and the advantages of social shopping are elaborated in detail. On this basis, the data released by relevant authorities are collected, and the initial characteristics of social shopping platform are analyzed. The influence of consumer and brand level; then select the representative luxury social shopping platform overseas Net-A-Porter, domestic Ofashion in-depth analysis; finally, The purpose of this paper is to find out the possible development of luxury goods in social shopping platform from the influence of consumers and brand enterprises in the information age. The precise social marketing of social shopping platforms helps identify potential customers for luxury goods, promotes consumer-brand interaction, and contributes to the future.
【學(xué)位授予單位】：北京服裝學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.36

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本文編號(hào)：1608853