跨境电商平台奢侈品营销策略
中国消费者对香奈儿产品价格多次上调行为表示不认可的原因，并不仅仅是因为营销策略所带有的强烈指向性，更是香奈儿品牌对中国市场认知的失衡。中国是世界上最先摆脱新冠疫情影响的世界大国，这就避免不了许多国外的奢侈品名牌企业加大在华的销售力度。但中国经济已然崛起，奢侈品营销环境、消费者的奢侈品认知情况和消费行为习惯都产生了剧烈变化，跨境电商如果不能迎合顾客的需求，理顺线上营销的发展脉络，就势必会落伍。本文意图从跨境电商最关注的问题出发，梳理当前跨境平台奢侈品营销环境中的机遇与挑战，对跨境电商平台如何在当今重视数据分析、客户服务感知以及社交属性的当代消费社会开展跨境电商营销以建议和策略，促进奢侈品行业的健康、有序发展。
关键词： 跨境电商平台；奢侈品；营销策略
Analysis of cross-border e-commerce platform luxury marketing strategy
ABSTRACT
The reason why Chinese consumers do not recognize the price adjustment of Chanel's classic products is not only because of the strong directivity of its marketing strategy, but also because of Chanel's unbalanced cognition of the Chinese market. China is the first major country in the world to get rid of the impact of COVID-19, which is inevitable for many foreign luxury brands to increase their sales in China. However, with the rise of China's economy, the marketing environment of luxury goods, consumers' perception of luxury goods and consumption habits have undergone drastic changes. If cross-border e-commerce cannot meet the needs of customers and straighten out the development vein of online marketing, it is bound to fall behind The Times. Intention in this paper, starting from the problems of cross-border electricity the most attention, combing the current cross-border platform to carry out the opportunities and difficulties in luxury marketing environment, how to cross-border electric business platform in today's emphasis on data analysis, customer service sense and social attributes of the contemporary consumer society for cross-border electricity marketing with Suggestions and strategies, in order to promote the healthy and orderly development of the luxury goods industry.
Key words: Cross-border e-commerce platform; Luxury; The marketing strategy
目 录
一、引言 1
二、相关概念及理论基础 1
（一）相关概念界定 1
1.奢侈品 1
2.跨境电商 1
3.大数据分析能力 1
4.品牌忠诚 2
（二）跨境电商平台类型 2
1.B2C模式 2
2.C2C模式 2
（三）4PS营销组合策略 2
三、跨境电商平台奢侈品营销现状及问题分析 3
（一）跨境电商平台奢侈品营销现状分析 3
1.市场交易规模逐年扩大 3
2.消费结构发生变化 3
（二）跨境电商平台奢侈品营销存在的问题分析 5
1.产品和服务缺乏竞争力 5
2.定价不合理 5
3.渠道不完善 5
4.促销手段受限 6
四、跨境电商平台奢侈品营销策略优化 6
（一）产品策略 6
1.强化品牌建设 6
2.丰富产品组合，满足消费差异化需求 6
3.完善售后保障服务 7
（二）价格策略 7
1.逆向定价 7
2.统一定价 7
（三）渠道策略 7
1.完善线上渠道 7
2.协调线下渠道 8
（四）促销策略 8
1.制造热点话题 8
2.加大营业推广 8
五、结语 8
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