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題名 奢侈品和電子商務：中國如何影響西方奢侈品牌的走向
Luxury and ecommerce: how china is shaping the future of western luxury brands作者 孟嘉蘭
de Montvalon, Garance貢獻者 高端訓
Koh, Simon
孟嘉蘭
de Montvalon, Garance關鍵詞 奢侈
中國
時尚
零售
人工智慧
Luxury
China
Fashion
Retail
Artificial intelligence日期 2018 上傳時間 13-七月-2018 15:17:49 (UTC+8) 摘要 This paper reflects on the influence of technology innovations on the global luxury landscape, a market dominated by Western brands looking to reach unique China’s consumers pool. As competition is getting sharper on a global scale, luxury consumers are stimulated into being more sophisticated. We will discover that consumers’ expectations go beyond the single purchase of an item to become a whole premium experience. We explain how the Internet has changed the purchase path in many ways, and how digital innovations will be a game changer in the luxury industry.Data-processing ability will be essential for key players to stand out and stay upfront. It will determine who is going to lose and who is going to win. Digitalization will impact high-end companies all along its value chain, from creation, to logistics, marketing, consumer loyalty, and revenue making. Furthermore, innovation will also be a way to fight counterfeit, the thorn by luxury’s side to expand luxury in China.As brand image is capital for luxury companies, they are still reluctant to sell online, but, step by step, they become less digitally shy and now invest all kind of digital platforms. The data they can gather on Chinese online consumers provide the luxury industry a two-digits growth that was long gone in Western countries. 參考文獻 Bearden, William O. and Michael J. Etzel, “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, September 9, 1982.Bendell, Jem and Anthony Kleanthous, “Deeper Luxury”, WWF, 2017Boudet, Julien, Brian Gregg, Jane Wong and Gustavo Schuler, “What shoppers really want from personalized marketing”, McKinsey & Company, October 2017, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-shoppers-real- ly-want-from-personalized-marketing?cid=soc-webBughin, Jacques, and Eric Hazan, Sree Ramaswamy, Michael Chui, Tera Allas, Peter Dahlström, Nicolaus Henke and Monica Trench, “Artificial Intelligence: the Next Digital Frontier?”, McKinsey Global Institute, June 2017Bughin, Jacques, Eric Labaye, Frank Mattern, Sven Smit, Eckart Windhagen, Jan Mischke and Kate Bragg, “The brightening mood of European business – and what it means for investment”, McKinsey Global Institute Report, May 2017, https://www.mckinsey.com/glob- al-themes/employment-and-growth/the-brightening-mood-of-european-business-and-what-it-means-for-investmentBusiness Of Fashion, and McKinsey & Company, “The State of Fashion 2018”, 2018Charles, Kerwin Kofi, Erik Hurst, and Nikolai L. Roussanov (2007), “Conspicuous Consumption and Race,” NBER Working Paper No. W13392.Choudary, Sangeet Paul and Geoffrey Parker and Marshall W. Van Alstyne, Platform Revolution: How Networked Markets Are Transforming the Economy, 2016Conti, Samantha. “Burberry’s Bold Move: To Make Shows Direct to Consumer”, WWD, Feb 5, 2016. http://wwd.com/fashion-news/designer-luxury/burberry-runway-delivery-schedule-direct-consumer-10340340/Deloitte, “Bling it on: What Makes A Millenial Spend More?”, 2017Deloitte, “China Luxury E-Commerce White Book”, December 2017Dubois, Bernard and Patrick Duquesne. “The Market for Luxury Goods: Income versus Culture,” European Journal of Marketing, January 27, 1993Escalas, Jennifer Edson and James R. Bettman. “You Are What You Eat: The Influence of Reference Groups on Consumers’ Connections To Brands,” Journal of Consumer Psychology, March 13, 2003.Evans, Michelle. “Apparel Category to Drive Product-Based Digital Commerce Growth: Think with Google Partnership”, Reuters, September 22, 2016, http://blog.euromonitor.com/2016/09/appar- el-category-drive-product-based-digital-commerce-growth.htmlEvans, Michelle. ”Time Spent On The Internet”, We Are Social, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wpcontent/uploads/sites/2/2017/01/Slide034.pngForrester, “Asia Pacific Ecommerce Market To Reach Us$1.4 Trillion In 2020”, March 4, 2016, https://www.forrester.com/asia+pacific+ecommerce+market+to+reach+us14+trillion+in+2020/-/e-pre8924Grossman, Gene M. and Carl Shapiro, “Foreign Counterfeiting of Status Goods,” The Quarterly Journal of Economics, February 1988Kemp, Simon. “Digital in 2017: Global Overview”, We Are Social, January 24, 2017, https://wearesocial.com/special-reports/ digital-in-2017-global-overviewLavin, Frank. “Why Alibaba’s Platform Tmall Works So Well.” Forbes, Nov 20, 2017, https://www.forbes.com/sites/franklavin/2017/11/20/alibaba-and-the-consumer-journey-my-dinner-with-joe-tsai/#2fae54414e95McGinnis, Devon. “Please Take My Data: Why Consumers Want More Personalized Marketing”, Salesforce, December 2, 2016, https:// www.salesforce.com/blog/2016/12/consumers-want-more-personal- ized-marketing.htmlMcKinsey & Company, “ Chinese Luxury Consumers: The 1 Trillion Renmibi Opportunity”, May 2017McKinsey Corporate Banking. “Disruption and Connection: Cracking the Myths of China Internet Finance Innovation”, July 2017McKinsey Global Institute Discussion Paper: “China’s Digital Economy - A Leading Global Force”, December 2017McKinsey Global Institute, “A future that works: Automation, Employment and Productivity”, January 2017McKinsey`s Global Economics Intelligence, September 2017Milnes, Hilary. “How China’s luxury e-commerce market will evolve in 2018”, Glossy, December 15, 2017Milnes, Hilary. “The State of Luxury E-Commerce In China”, Glossy, August 7, 2017.Muniz, Albert M. and Thomas C. O’Guinn, “Brand Community” Journal of Consumer Research, March 27, 2001.Murali, Narayanaswamy. “MIT Demand Forecasting and Price Optimization Tool for Rue La La”Prudhomme, Cécile. « 60 milliards d’euros : c’est l’ardoise de la contrefaçon pour l’Europe » Le Monde, June 6, 2018.Roll, Martin. “Chinese Luxury Consumers – Trends and Challenges for Luxury Brands”, June 2017. https://martinroll.com/resources/articles/asia/chinese-luxury-consumers-trends-and-challenges-for-luxury-brands/Schmid, Jon, and Fei-Ling Wang, “Beyond National Innovation Systems: Incentives and China’s Innovation Performance”, Journal of Contemporary China, August 2017Simpsons, Colins. “Luxury is Back In Vogue In China”, Business of Fashion, September 21, 2017. https://www.bloomberg.com/news/articles/2017-09-28/luxury-back-in-vogue-as-china-s-women-middle-class-lead-the-waySirgy, M. Joseph. “Self-Concept in Consumer Behavior; A Critical Review,” Journal of Consumer Research, March 9, 1982.South China Morning Post, “How US luxury brands conquered China”, May 20, 2018.Stephens, Doug. “Reengineering Retail: The Future of Selling in a Post-Digital World”, 2017Veblen, Thorstein. “The Theory of the Leisure Class,” in The Collected Works of Thorstein Veblen, Vol. 1., 1899.Wang, Connie. “To Kering, Luxury Means Trashing Fashion’s Death Wish” Refinery29, April 20, 2018, https://www.refinery29.com/2018/04/196784/kering-luxury-sustainabilityWe Are Social, “Time Spent On Social Media”, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wp-content/uploads/ sites/2/2017/01/Slide047.pngWei, Daniela. “China`s Newfound Taste for Luxury Travel Is Bad News for Diamonds”, Bloomberg, 14 Sept 2017, https://www.bloomberg.com/news/articles/2017-09-14/china-wanderlust-poses-hurdle-for-diamond-rebound-de-beers-saysWeinswig, Deborah, citing Musefind Research, “Influencers Are The New Brands”, Forbes, October 15, 2017, https:// www.forbes.com/sites/deborahweinswig/2016/10/05/ influencers-are-the-new-brands/#7bae2b3e7919Wernerfelt, Birger. “Advertising Content When Brand Choice is a Signal,” The Journal of Business, 1990White, Katherine and Darren W. Dahl. “To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences,” Journal of Consumer Psychology, April 16, 2006.Whittler, Tommy E. and Joan Scattone Spira. “Model’s Race: A Peripheral Cue in Advertising Messages,” Journal of Consumer Psychology, April 12, 2002.Young, Jee Han - Joseph C. Nunes - Xavier Drèze. “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Forthcoming in Journal of Marketing, July 2010. 描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
106933063資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933063 資料類型 thesis dc.contributor.advisor 高端訓 zh_TW dc.contributor.advisor Koh, Simon en_US dc.contributor.author (作者) 孟嘉蘭 zh_TW dc.contributor.author (作者) de Montvalon, Garance en_US dc.creator (作者) 孟嘉蘭 zh_TW dc.creator (作者) de Montvalon, Garance en_US dc.date (日期) 2018 en_US dc.date.accessioned 13-七月-2018 15:17:49 (UTC+8) - dc.date.available 13-七月-2018 15:17:49 (UTC+8) - dc.date.issued (上傳時間) 13-七月-2018 15:17:49 (UTC+8) - dc.identifier (其他 識別碼) G0106933063 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/118650 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際經營管理英語碩士學位學程(IMBA) zh_TW dc.description (描述) 106933063 zh_TW dc.description.abstract (摘要) This paper reflects on the influence of technology innovations on the global luxury landscape, a market dominated by Western brands looking to reach unique China’s consumers pool. As competition is getting sharper on a global scale, luxury consumers are stimulated into being more sophisticated. We will discover that consumers’ expectations go beyond the single purchase of an item to become a whole premium experience. We explain how the Internet has changed the purchase path in many ways, and how digital innovations will be a game changer in the luxury industry.Data-processing ability will be essential for key players to stand out and stay upfront. It will determine who is going to lose and who is going to win. Digitalization will impact high-end companies all along its value chain, from creation, to logistics, marketing, consumer loyalty, and revenue making. Furthermore, innovation will also be a way to fight counterfeit, the thorn by luxury’s side to expand luxury in China.As brand image is capital for luxury companies, they are still reluctant to sell online, but, step by step, they become less digitally shy and now invest all kind of digital platforms. The data they can gather on Chinese online consumers provide the luxury industry a two-digits growth that was long gone in Western countries. en_US dc.description.tableofcontents 1. Introduction 12. Luxury: An Industry Defined by Brand Power 32.1. Definition 32.2. An Industry Reluctant to Go Online 42.2.1. Luxury’s need to control brand image 42.2.2. Online luxury particularities 62.3. An Industry Whose Growth Is Driven by Asia 102.3.1. A gloomy context in the last decade finally showing a lasting recovery 102.3.2. The central role of wealthy Chinese in the global luxury market 13Chinese customers are richer than ever and, as such, more than ever essential 13Looking forward: the trillion RMB opportunity 162.4. High Potential of Luxury Ecommerce in Asia 172.4.1. Lack of growth in traditional channels, but a rapid growth in online sales 172.4.2. New-generation consumers support the online consumption growth. 212.4.3. The digitalization of retail industry supports the development of luxury ecommerce 243. Specificities of Luxury Consumption 293.1. WHY: social mechanism making consumers buying luxury 293.2. WHO: Portrait of Chinese luxury ecommerce consumers 303.2.1. Region: frequent and numerous purchases in non-core regions 303.2.2. Identity: highly educated, men 313.3. WHAT: Luxury Consumption Preference 323.3.1. Mass customization 323.3.2. Word of mouth importance 343.3.3. A multi brand loyal consumer 374. The Challenges Facing Luxury Ecommerce 384.1. Rethink the whole process 384.1.1. Brick and mortar decline, inescapable rise of ecommerce 384.1.2. Accelerated pace of fashion shortens the lead times 394.2. Showing consistency in brand image across online and offline touchpoints 414.3. Fighting Counterfeit: Why It’s Thriving 425. Recommendations 455.1. Adapt Strategy to Online Specificities 455.1.1. Set up a suitable business model 455.1.2. Consumer path: brand unique ecommerce experience 465.1.3. Supply chain: rethink the whole distribution process 475.1.4. Marketing adapted to online opportunities 495.2. Sustainability, the future of the luxury industry? 516. Conclusion 52References 54Appendix 59 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933063 en_US dc.subject (關鍵詞) 奢侈 zh_TW dc.subject (關鍵詞) 中國 zh_TW dc.subject (關鍵詞) 時尚 zh_TW dc.subject (關鍵詞) 零售 zh_TW dc.subject (關鍵詞) 人工智慧 zh_TW dc.subject (關鍵詞) Luxury en_US dc.subject (關鍵詞) China en_US dc.subject (關鍵詞) Fashion en_US dc.subject (關鍵詞) Retail en_US dc.subject (關鍵詞) Artificial intelligence en_US dc.title (題名) 奢侈品和電子商務：中國如何影響西方奢侈品牌的走向 zh_TW dc.title (題名) Luxury and ecommerce: how china is shaping the future of western luxury brands en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Bearden, William O. and Michael J. Etzel, “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, September 9, 1982.Bendell, Jem and Anthony Kleanthous, “Deeper Luxury”, WWF, 2017Boudet, Julien, Brian Gregg, Jane Wong and Gustavo Schuler, “What shoppers really want from personalized marketing”, McKinsey & Company, October 2017, https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/what-shoppers-real- ly-want-from-personalized-marketing?cid=soc-webBughin, Jacques, and Eric Hazan, Sree Ramaswamy, Michael Chui, Tera Allas, Peter Dahlström, Nicolaus Henke and Monica Trench, “Artificial Intelligence: the Next Digital Frontier?”, McKinsey Global Institute, June 2017Bughin, Jacques, Eric Labaye, Frank Mattern, Sven Smit, Eckart Windhagen, Jan Mischke and Kate Bragg, “The brightening mood of European business – and what it means for investment”, McKinsey Global Institute Report, May 2017, https://www.mckinsey.com/glob- al-themes/employment-and-growth/the-brightening-mood-of-european-business-and-what-it-means-for-investmentBusiness Of Fashion, and McKinsey & Company, “The State of Fashion 2018”, 2018Charles, Kerwin Kofi, Erik Hurst, and Nikolai L. Roussanov (2007), “Conspicuous Consumption and Race,” NBER Working Paper No. W13392.Choudary, Sangeet Paul and Geoffrey Parker and Marshall W. Van Alstyne, Platform Revolution: How Networked Markets Are Transforming the Economy, 2016Conti, Samantha. “Burberry’s Bold Move: To Make Shows Direct to Consumer”, WWD, Feb 5, 2016. http://wwd.com/fashion-news/designer-luxury/burberry-runway-delivery-schedule-direct-consumer-10340340/Deloitte, “Bling it on: What Makes A Millenial Spend More?”, 2017Deloitte, “China Luxury E-Commerce White Book”, December 2017Dubois, Bernard and Patrick Duquesne. “The Market for Luxury Goods: Income versus Culture,” European Journal of Marketing, January 27, 1993Escalas, Jennifer Edson and James R. Bettman. “You Are What You Eat: The Influence of Reference Groups on Consumers’ Connections To Brands,” Journal of Consumer Psychology, March 13, 2003.Evans, Michelle. “Apparel Category to Drive Product-Based Digital Commerce Growth: Think with Google Partnership”, Reuters, September 22, 2016, http://blog.euromonitor.com/2016/09/appar- el-category-drive-product-based-digital-commerce-growth.htmlEvans, Michelle. ”Time Spent On The Internet”, We Are Social, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wpcontent/uploads/sites/2/2017/01/Slide034.pngForrester, “Asia Pacific Ecommerce Market To Reach Us$1.4 Trillion In 2020”, March 4, 2016, https://www.forrester.com/asia+pacific+ecommerce+market+to+reach+us14+trillion+in+2020/-/e-pre8924Grossman, Gene M. and Carl Shapiro, “Foreign Counterfeiting of Status Goods,” The Quarterly Journal of Economics, February 1988Kemp, Simon. “Digital in 2017: Global Overview”, We Are Social, January 24, 2017, https://wearesocial.com/special-reports/ digital-in-2017-global-overviewLavin, Frank. “Why Alibaba’s Platform Tmall Works So Well.” Forbes, Nov 20, 2017, https://www.forbes.com/sites/franklavin/2017/11/20/alibaba-and-the-consumer-journey-my-dinner-with-joe-tsai/#2fae54414e95McGinnis, Devon. “Please Take My Data: Why Consumers Want More Personalized Marketing”, Salesforce, December 2, 2016, https:// www.salesforce.com/blog/2016/12/consumers-want-more-personal- ized-marketing.htmlMcKinsey & Company, “ Chinese Luxury Consumers: The 1 Trillion Renmibi Opportunity”, May 2017McKinsey Corporate Banking. “Disruption and Connection: Cracking the Myths of China Internet Finance Innovation”, July 2017McKinsey Global Institute Discussion Paper: “China’s Digital Economy - A Leading Global Force”, December 2017McKinsey Global Institute, “A future that works: Automation, Employment and Productivity”, January 2017McKinsey`s Global Economics Intelligence, September 2017Milnes, Hilary. “How China’s luxury e-commerce market will evolve in 2018”, Glossy, December 15, 2017Milnes, Hilary. “The State of Luxury E-Commerce In China”, Glossy, August 7, 2017.Muniz, Albert M. and Thomas C. O’Guinn, “Brand Community” Journal of Consumer Research, March 27, 2001.Murali, Narayanaswamy. “MIT Demand Forecasting and Price Optimization Tool for Rue La La”Prudhomme, Cécile. « 60 milliards d’euros : c’est l’ardoise de la contrefaçon pour l’Europe » Le Monde, June 6, 2018.Roll, Martin. “Chinese Luxury Consumers – Trends and Challenges for Luxury Brands”, June 2017. https://martinroll.com/resources/articles/asia/chinese-luxury-consumers-trends-and-challenges-for-luxury-brands/Schmid, Jon, and Fei-Ling Wang, “Beyond National Innovation Systems: Incentives and China’s Innovation Performance”, Journal of Contemporary China, August 2017Simpsons, Colins. “Luxury is Back In Vogue In China”, Business of Fashion, September 21, 2017. https://www.bloomberg.com/news/articles/2017-09-28/luxury-back-in-vogue-as-china-s-women-middle-class-lead-the-waySirgy, M. Joseph. “Self-Concept in Consumer Behavior; A Critical Review,” Journal of Consumer Research, March 9, 1982.South China Morning Post, “How US luxury brands conquered China”, May 20, 2018.Stephens, Doug. “Reengineering Retail: The Future of Selling in a Post-Digital World”, 2017Veblen, Thorstein. “The Theory of the Leisure Class,” in The Collected Works of Thorstein Veblen, Vol. 1., 1899.Wang, Connie. “To Kering, Luxury Means Trashing Fashion’s Death Wish” Refinery29, April 20, 2018, https://www.refinery29.com/2018/04/196784/kering-luxury-sustainabilityWe Are Social, “Time Spent On Social Media”, January 2017, https:// wearesocial-net.s3.amazonaws.com/uk/wp-content/uploads/ sites/2/2017/01/Slide047.pngWei, Daniela. “China`s Newfound Taste for Luxury Travel Is Bad News for Diamonds”, Bloomberg, 14 Sept 2017, https://www.bloomberg.com/news/articles/2017-09-14/china-wanderlust-poses-hurdle-for-diamond-rebound-de-beers-saysWeinswig, Deborah, citing Musefind Research, “Influencers Are The New Brands”, Forbes, October 15, 2017, https:// www.forbes.com/sites/deborahweinswig/2016/10/05/ influencers-are-the-new-brands/#7bae2b3e7919Wernerfelt, Birger. “Advertising Content When Brand Choice is a Signal,” The Journal of Business, 1990White, Katherine and Darren W. Dahl. “To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences,” Journal of Consumer Psychology, April 16, 2006.Whittler, Tommy E. and Joan Scattone Spira. “Model’s Race: A Peripheral Cue in Advertising Messages,” Journal of Consumer Psychology, April 12, 2002.Young, Jee Han - Joseph C. Nunes - Xavier Drèze. “Signaling Status with Luxury Goods: The Role of Brand Prominence”, Forthcoming in Journal of Marketing, July 2010. zh_TW dc.identifier.doi (DOI) 10.6814/THE.NCCU.IMBA.021.2018.F08 -
