Natale, Maria Cristina (A.A. 2020/2021) The luxury market and the e-commerce in China what can the West learn from China? Tesi di Laurea in Luxury management, Luiss Guido Carli, relatore Alberto Festa, pp. 150. [Master's Degree Thesis]

Full text for this thesis not available from the repository.

Abstract/Index

The luxury world: definition and characteristics. Defining luxury. Characteristics of luxury goods. Luxury segmentation. The importance of brand management. The luxury consumer. The luxury industry. The impact of Covid-19 on luxury sector. Product categories trends. Regional performance during Covid-19. the trends that are shaping the luxury market in 2020-2021. The Chinese luxury market. The era of China. Chinese customers. The Daigou phenomenon. The digital meets the luxury: contradictions. Digital revolution in China. Luxury e-commerce platforms. Social platforms. KOLS (Key opinion leaders). Digital marketing tools. The Chinese digital luxury ecosystem in Europe: an investigative research. Difference between the Asian and the Western market.

References

Bibliografia e sitografia: pp. 131-136.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Management, English language (LM-77)
Chair:	Luxury management
Thesis Supervisor:	Festa, Alberto
Thesis Co-Supervisor:	Fei, Carlo
Academic Year:	2020/2021
Session:	Autumn
Deposited by:	Alessandro Perfetti
Date Deposited:	24 May 2022 10:10
Last Modified:	24 May 2022 10:10
URI:	https://tesi.luiss.it/id/eprint/32459

Downloads

Repository Staff Only

View Item