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随着网络购物的日益盛行以及平价奢侈品的出现,奢侈品在市场竞争中的有利地位已经不像以前一样明显。但是奢侈向来不能只是单一的代表某种产品、某个服务或者是一种概念性的探索,奢侈更多的所表现的是一种文化与理念。所以奢侈品企业如何在激烈的市场竞争中保持其理念和文化,是现在奢侈品管理者所面临的挑战与考验。本文试图分析目前奢侈品行业存在的问题与挑战,并通过网络社区这一新兴工具来得以缓解与解决。
With the increasing popularity of online shopping and the emergence of cheap luxury goods, luxury goods in the competitive advantage of the market is not as obvious as before. However, luxury has always been not only a single product, a service or a conceptual exploration, more luxury is the performance of a culture and philosophy. Therefore, how to keep their ideas and culture in the fierce market competition is the challenge and test for the luxury managers. This article attempts to analyze the current problems and challenges of the luxury goods industry, and through the online community this emerging tool to be resolved and resolved.