The Social Media Implication of Luxury Industry in China

• Main Authors: Ying-Chi Tsai, 蔡映琪
• Other Authors: 蔡明志
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/95656241838320998152

博士 === 國立中興大學 === 高階經理人碩士在職專班 === 104 === Abstract Nowadays consumers take control of communication initiatives, and the bombing up development of Chinese internet applications, plus the increase of consumer brand awareness, and emotional driven purchase behaviors, “word of mouth” from friends is more and more important and information received by consumers is becoming fragmented. With this new trend, brands are getting harder to make connections with target consumers, and to keep the messages continually in good quality. How to increase the brand preferences of target consumers, meanwhile to keep premium brand image, is the biggest challenge to luxury brands. This study is to take two different industries as study cases. Through expert interviews to understand the internet application features among FMCG and Luxury industries. Key words：China Internet、Chinese internet applications、Social media platform、The good quality of internet message feeding