Study on Internet Direct Marketing for Luxuries in China

摘要

Luxury consumption in China has seen a rapid development over recent years. From the eyes of luxury suppliers, China is a huge market with the highest potential which is not yet fully opened. Considering the market environment in China and comparing with method in developing the traditional physical stores, suppliers will tend to choose internet direct marketing as means when developing new market, which will be an excellent supplement or even a replacement in this concept. The paper make an introduction of luxury, then analyze the possible problems of internet direct marketing for luxuries under existing domestic environment and bring forward the countermeasure to deal with them. The paper is helpful for the development of luxury market in China. With the situation in China fully considered, most of the conclusions are useful and practical.