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    Title: 奢侈品電子零售商營運分析
    An analysis of luxury e-retailers
    Authors: 王瑩欣
    Wang, Ying-Hsin
    Contributors: 尚孝純
    Shang, Xiao-Chun
    王瑩欣
    Wang, Ying-Hsin
    Keywords: 奢侈品電子零售商營運分析
    營運模式
    多管道融合
    多元化平台
    快速交付
    線上銷售
    An analysis of luxury e-retailers
    24 Sèvres
    Farfetch
    ModaOperandi
    Net-A-Porter
    Omni channel
    Date: 2019
    Issue Date: 2019-09-05 15:54:58 (UTC+8)
    Abstract: 奢侈品營運模式這幾年產生了巨大的數位變革,不只是品牌開始經營自己的網站並從事電子商務的運作,還有大眾市場自營網站及多品牌奢侈品電子零售商,也來爭奪市場份額。
      多品牌奢侈品電子零售商為本研究的主體,以此來探究電子商務在奢侈品領域上的演進及營運。隨著電子零售商在奢侈品市場市佔率逐年增加,並持續以二位數的成長率與實體店鋪競爭,這股數位浪潮實不容小覷。而社交媒體的推波助瀾,更將年輕並有消費實力的客戶成功轉移到線上,促使實體通路省思數位進化的迫切需求。
      奢侈品電子零售商的崛起,在於它們做好在每個接點流暢的轉換,以貼合客戶喜好。雖然實體店鋪的優勢如實際體驗商品及優質服務仍無法被全面取代,但電子零售商正一步步改善它們的流程來做回應,如用網路頁面編輯內容取代銷售人員功能或優化產品介紹彷若親眼目睹,到造型顧問的到府服務,已經讓親身體驗被網路平台的多元性逐步替代。
      本研究先以市場概述介紹奢侈品電子零售商平台,以及他們面臨的挑戰和經營趨勢。並深入研究四個風格各具的電子零售商以策略、客戶溝通、全通路體驗、以及服務等面向為角度探討。最後整理出為何他們受消費者青睞的主因, 以及實體通路在這股數位衝擊下,應該全面從消費者需求的角度出發,逐步演變為多管道融合(Omni channel)的回應之道。最後以一男仕奢侈品牌為例,分析如何打通線上線下實現多管道融合,甚至發展成多元化平台的可行性。
    Reference: 中文
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    英文
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    Description: 碩士
    國立政治大學
    經營管理碩士學程(EMBA)
    106932057
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0106932057
    Data Type: thesis
    DOI: 10.6814/NCCU201900644
    Appears in Collections:[經營管理碩士學程EMBA] 學位論文

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