Consumer Behavior and Marketing Strategy of Apparel Luxury Goods on Chinese E-commerce Platform

DOI

10.2991/assehr.k.211209.004How to use a DOI?

Keywords

Chinese E-commerce Platform; Apparel luxury goods; Consumer Behavior; Marketing Strategy

Abstract

Since 2008, e-commerce marketing has become an important way to market luxury goods with the increase of online luxury consumption in China. E-commerce platform not only promotes economic development but also gradually becomes a way of life and consumption. The methods of this paper are literature analysis and summarization and induction. This paper has analyzed the current status of the Chinese E-commerce apparel luxury market and the problems and issues of the E-commerce platforms, mainly including product, price, and service issues. This paper summarized the social motivational behaviors of E-commerce apparel luxury consumers, including conformist, showing off and psychological comparison; and personal motives, including information gathering, convenience, self-actualization, and hedonism. Based on the existing problems and consumer motivations, this paper has suggested four marketing strategies: product strategies, pricing strategies, service strategies, and process strategies. This paper analyzes the current situation of apparel luxury E-Commerce platform, organizes the consumer motivation, and proposes the corresponding marketing strategy. It is a reference for luxury brands and luxury e-commerce enterprises to carry out better online marketing strategies, which has certain guiding significance and provides research materials for subsequent research.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yuyang Li
PY  - 2021
DA  - 2021/12/15
TI  - Consumer Behavior and Marketing Strategy of Apparel Luxury Goods on Chinese E-commerce Platform
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 18
EP  - 24
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.004
DO  - 10.2991/assehr.k.211209.004
ID  - Li2021
ER  -