导　　师： 杨先顺

学科专业： 050302

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 本文认为中国的网购文化尚处于廉价、便利的社会认知范围之内，新型奢侈品更适应中国网购环境，它符合中国年轻网购群体的消费心理和网购价格接受范围，成为了奢侈品网购的主流。新型奢侈品的主要特征包括高知名度、品质好、价格明显高于普通品牌但在大众接受范围之内、显著的品牌符号价值能够给消费者带来愉悦和享受等。 本文采用联合分析法，对20-30岁年轻群体的奢侈品网购消费偏好进行了实证研究。研究结果显示，年轻群体在奢侈品网购中最看重的是“价格”，排在第二位的是“真伪”，然后是“品牌”和“款式”。因此建议电商营销始终将价格因素放在最显著的位置，用低价吸引消费者关注，满足现阶段消费者对低价的需求，另外做好平台信誉和产品质量保证。对于奢侈品品牌而言，要不断丰富其内涵，塑造鲜明的品牌个性，呈现给消费者立体、多元、真诚、深刻的品牌特质，与消费者之间建立情感联系。 本文根据奢侈品网购经验、性别、职业、学历、月收入等人口统计变量进行对比研究，挖掘不同群体的奢侈品网购消费偏好。根据统计结果，建议针对女性群体应强调经济实惠效果好，针对男性群体应强调大牌奢华高品质，从而满足女性群体自用和男性群体的赠礼需求；针对学生群体重点推出低档价位的产品，针对企业工作者和公务员重点推出中档价位的产品，根据不同职业的特性推荐不同品牌个性的产品。 本文采用聚类分析法，尝试将奢侈品网购的年轻群体划分为物有所值型、需求薄弱型、品牌至上型、价格超敏型和综合平衡型五大类，总结各类别的特征，建议将营销重点锁住物有所值型、品牌至上型、价格超敏型三大类消费群体。 This paper argues that China's on-line shopping culture is still in the low-cost, andconvenience of social cognition range, light luxury better adapted to China's on-line shoppingenvironment, it meet consumer psychology and the net purchase price acceptable range of theyoung Chinese on-line shopping groups. The main features of light luxury include high visibility,good quality, but the price is significantly higher than ordinary brands within the scope of thepublic to accept a significant symbolic value of the brand to consumers can bring pleasure andenjoyment and so on. In this paper apply with conjoint analysis on younger age groups of20-30years for theluxury online shopping consumer preferences empirical research. The results showed thatyounger age groups in the luxury online shopping is the most concern about 'price', came insecond place is the 'authenticity', then 'brand' and 'style.' Therefore recommend that the e-commarketing always put price factor on the most prominent position, with low prices to attractconsumer attention, to meet consumer demand for low-stage, in addition maintain goodreputation and product quality assurance platform. For luxury brands to constantly enrich itscontent create a distinctive brand personality is presented to the consumer three-dimensional,diverse, sincere and profound brand attributes, establish an emotional connection between theconsumer and. In this paper, a comparative study based on the luxury on-line shopping experience, gender,occupation, education, income and other demographic variables, different groups digging luxuryon line shopping consumer preferences. According to statistics, it is recommended for womengroups should emphasize good economical effect for men big luxury groups should emphasizehigh quality, in order to meet the needs of the female self using and men gifts using needs; forstudent groups should more focused on the low-priced products, for enterprises employer andcivil servants should more focused on the mid-class products, recommend a different

关 键 词： 网络购物 奢侈品 联合分析 消费偏好 化妆品

领　　域： [经济管理—市场营销] [经济管理—市场营销] [经济管理—产业经济]