享奢华海外奢侈品代购网策划书

《享奢华海外奢侈品代购网策划书》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、享奢华海外奢侈品代购网策划书学号：2009485299姓名：顾磊目录一项目简介··············································4二中国奢侈品消费市场调查与分析1奢侈品定义··········································42奢侈品分类··········································53中国奢侈品市场现状··································54购买地点·······················

2、·····················65主要购买品种比例分析································66奢侈品购买动机······································67国内市场奢侈品价格构成······························68主要奢侈品购买渠道··································79售后服务············································7三网站定位1服务对象···········

3、··································72服务内容·············································8四网络海外代购的合作及物流方式1专业代购网的境内外合作······························82私人境外代购模式····································93国外商家直接入境····································9五网站目标1近期目标··························

4、··················92中期目标············································103长期目标············································10六网站组织及运作模式···································10七网站推广方式1主流购物网设立网店··································112网络广告发布········································113搜

5、索引擎排名········································114大型颁奖典礼及娱乐传媒活动赞助······················11八效益分析··············································12一项目简介随着中国市场经济的飞速发展，国民收入的提高，生活水平也自然而然的提高。在基本的生活需求被广泛而丰富的满足的同时，有较高收入的人群会去追求物质上高于温饱的更高层次的享受——奢侈品进入了中国人的视线。我国目前有商品的品质较低，原料细分不到位，手工艺技师不能与

6、国外相比，对市场、时尚潮流前沿的把握不准和盲目追求利润，大量生产等现状，致使我国有价格昂贵的艺术品，历史悠久的老字号，数量稀缺的古董，但始终没有一个奢侈品品牌。迫于这种现状，国人购买奢侈品全部为外国品牌。由于我国的税收和关税政策及海外奢侈品品牌提价，国内专卖店店免费，国际货运费用高昂等原因，使得奢侈品的价格高的惊人。加之国内专卖店款式陈旧，品质成色不好，使得国内众多的消费者望而却步。海外代购的优点：（1）购买环节较专卖店简单，节省费用；（2）利用网络的高效性，省时省力；（3）国外原产地提货，款式最新颖；（4）国外原产地提货，质量有保证，满

7、足消费者对品质的要求；（5）在国外可以买到限量款、纪念款等国内购买不到的商品。以上的种种契机，使奢侈品海外代购有了广阔的商机。二中国奢侈品消费市场调查与分析1.奢侈品定义奢侈品（Luxury）在国际上被定义为“一种超出人们生存与发展需要范围的，具有独特、稀缺、珍奇等特点的消费品”又称为非生活必需品。除此之外，它还是富贵的象征，个性化、专一性、距离感。奢侈品在经济学上讲，指的是价值/品质关系比值最高的产品。从另外一个角度上看，奢侈品又是无形价值/有形价值关系比值最高的产品。2奢侈品分类（1）时装和皮具（2）游艇（3）汽车和摩托车（4）珠宝和

8、腕表（5）钢笔（6）香水和化妆品（7）葡萄酒（8）家具和家纺（9）厨具、餐具、瓷器（10）物件设计（11）豪华酒店（12）手机和电脑3.中国奢侈品市场现状世界奢侈品协会发布报告称，2007年中