Publicação
Adapting luxury multibrand e-commerce strategies: how can western luxury multibrand e-commerce adapt Chinese advanced strategies to reinvent themselves for market success
| Resumo: | This thesis explores the strategies luxury multibrand e-commerce platforms in the US and Europe can adopt from Chinese counterparts to enhance market success. It examines how Chinese platforms like Tmall and JD.com utilize advanced technologies, personalized marketing, and immersive shopping experiences to drive consumer engagement and sales. Through qualitative interviews with Western and Chinese consumers, the study identifies key challenges and opportunities, emphasizing the importance of personalized services, interactive features, and high-quality presentation. The findings offer strategic insights for Western luxury e-commerce platforms to innovate and better connect with their target audiences in an increasingly digital marketplace. |
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| Autores principais: | Jiang, Bo-Yu Jack |
| Assunto: | Luxury multibrand e-commerce Ominchannel experience Chinese market strategies Technological innovation CEMS MIM |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso embargado |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This thesis explores the strategies luxury multibrand e-commerce platforms in the US and Europe can adopt from Chinese counterparts to enhance market success. It examines how Chinese platforms like Tmall and JD.com utilize advanced technologies, personalized marketing, and immersive shopping experiences to drive consumer engagement and sales. Through qualitative interviews with Western and Chinese consumers, the study identifies key challenges and opportunities, emphasizing the importance of personalized services, interactive features, and high-quality presentation. The findings offer strategic insights for Western luxury e-commerce platforms to innovate and better connect with their target audiences in an increasingly digital marketplace. |
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