Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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

Authors
Yuyang Li1, *
1Keystone Academy, Beijing, 101300, China.
*Corresponding author. Email: Yuyang.li.1@student.keystoneacademy.cn
Corresponding Author
Yuyang Li
Available Online 15 December 2021.
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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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
978-94-6239-483-4
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.004How to use a DOI?
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.

Cite this article

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  -