文档介绍：享奢华海外奢侈品代购网策划书
学号：
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··········································4
2 奢侈品分类··········································5
3 中国奢侈品市场现状··································5
4 购买地点············································6
5 主要购买品种比例分析
································6
6 奢侈品购买动机······································6
7 国内市场奢侈品价格构成······························6
8 主要奢侈品购买渠道··································7
9 售后服务············································7
三 网站定位
1 服务对象·············································7
2 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······························8
2 私人境外代购模式····································9
3 国外商家直接入境····································9
五 网站目标
1 近期目标············································9
2中期目标············································10
3 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··································11
2 网络广告发布········································11
3 搜索引擎排名········································11
4 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