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

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.