摘要--高端百貨電商化發(fā)展可行性分析

1、<p>　　高端百貨電商化發(fā)展可行性分析</p><p><b>　　摘要：</b></p><p>　　隨著國內(nèi)經(jīng)濟(jì)的快速發(fā)展，國民收入水平顯著提高，極大地促進(jìn)了購買力的提升，消費(fèi)市場潛力巨大，致使國際眾多奢侈品企業(yè)紛紛涌入中國，逐漸培養(yǎng)了消費(fèi)者的購物習(xí)慣。與此同時(shí)，電子商務(wù)在我國呈現(xiàn)爆發(fā)式增長，消費(fèi)者越來越習(xí)慣地通過網(wǎng)絡(luò)購買奢侈品，2012年,由于國內(nèi)線

2、下奢侈品增速放緩,電子商務(wù)也成為部分奢侈品品牌急需尋求的新增長點(diǎn)。面對消費(fèi)市場新格局，傳統(tǒng)零售業(yè)反應(yīng)略顯遲鈍，尤其傳統(tǒng)百貨企業(yè)，一方面受到電子商務(wù)的沖擊，不斷被蠶食市場份額；另一方面業(yè)態(tài)經(jīng)營模式過于單一，與購物中心等新興業(yè)態(tài)相比弱勢明顯，造成顧客分流，許多百貨企業(yè)不得不閉店減員、調(diào)整產(chǎn)業(yè)結(jié)構(gòu)。</p><p>　　本文基于此背景,對我國高端百貨發(fā)展電子商務(wù)的問題展開專題研究,具有一定的理論和實(shí)際意義。探討高端百貨

3、業(yè)發(fā)展電子商務(wù)的策略,有助于我國眾多的高端百貨建立自身核心競爭力的電子商務(wù)活動,促進(jìn)企業(yè)的轉(zhuǎn)型與發(fā)展。</p><p>　　關(guān)鍵詞：奢侈品；電子商務(wù)；高端百貨</p><p><b>　　Abstract</b></p><p>　　The Feasibility Analysis on E-commercialization in High-

4、end Department Stores</p><p>　　With the rapid development of domestic economy, the national income level has improved significantly, which has greatly enhanced the purchasing power., leading to a huge potent

5、ial in consumer market. Under this circumstance, a large number of international luxury enterprises are piling into China, which has gradually fostered consumers' shopping habits. At the same time, e-commerce is boom

6、ing in China, making consumers more and more accustomed to buying luxuries online. In 2012, due to the growt</p><p>　　Based on this background, this study makes a research on the development of e-commerce in

7、 high-end department stores in China, which has important theoretic and practical meaning to some degree. The exploration of strategies for the development of e-commerce in high-end department stores will do great help f

8、or high-end department stores to launch e-commerce activities according to their core competitiveness in order to promote their transformation and development.</p><p>　　Key Words: luxuries; e-commerce; high-