| 摘要 | 第1-5页 |
| Abstract | 第5-6页 |
| Study Purpose | 第6-7页 |
| Chapter 1:Background | 第7-12页 |
| ·Introduction | 第7-8页 |
| ·Literature Review | 第8-12页 |
| Chapter 2:Current Situation of Chinese Market | 第12-22页 |
| ·Luxury Consumers Profile in China | 第12-15页 |
| ·Current Situation of Chinese E-commerce | 第15-17页 |
| ·Characteristics of Chinese Luxury Consumption | 第17-22页 |
| Chapter 3:SWOT Analysis of Luxury Online | 第22-32页 |
| ·Strength of Online Luxury Compared with Traditional Channel | 第23-24页 |
| ·Weaknesses of Internet to Luxury Goods | 第24-26页 |
| ·Managing the Marketing and Communication Opportunities of Luxury Online | 第26-30页 |
| ·Threat of Online Luxury and Online Consumer Behavior | 第30-32页 |
| Chapter 4:Empirical Study of Chinese Online Luxury Market | 第32-47页 |
| ·Different Online Channels in Chinese Luxury market | 第32-36页 |
| ·Methodology | 第36页 |
| ·Data Collection and Measurement | 第36-37页 |
| ·List of Findings | 第37-47页 |
| Chapter 5:General Discussions | 第47-54页 |
| ·Suggestions for Brands | 第47-51页 |
| ·Explorative Evidences from Practices | 第51-54页 |
| Chapter 6:Conclusions and Further Research | 第54-56页 |
| Appendix: List of Top 100 Luxury Brands | 第56-59页 |
| Index of Figure | 第59-60页 |
| Reference | 第60-63页 |
