Use of E Commerce and Live Streaming by Chinese Luxury Brands Literature Review
How can luxury brands stay competitive by using E-Commerce and Live Streaming in China?
Follow 1.3 and 1.4 rewrite the Literature Review 2.1 – 2.4
1.3 Aim
Due to the growing development of E commerce and live streaming in China, the aim of the present study is to provide recommendations and strategies to luxury brands in China on how to use e-commerce and live streaming as positive tools to stay competitive, through four divisions: build brand popularity, establish customer interactions, develop innovative digital strategies and sustain brand image.
1.4 Objectives
- Examine the interest that Chinese customers have been developing for e-commerce and live streaming culture.
- Study the current relation between the luxury brand industry and the e commerce activities in China.
- Evaluate the potential that e-commerce and live streaming has to become one of the most effective marketing tools for luxury brands in China to stay competitive.
- Discuss the opportunities and sustainability challenges brought about by the use of E-commerce and live streaming in China through building brand popularity, establishing customer interactions, developing innovative digital strategies and sustaining brand image.
2. Literature Review
2.1 Chinese Consumers & E-commerce and Live Streaming Culture
2.2 Luxury Brand Industry and E-commerce Activities in China
2.3 An Effective Marketing Tool for Luxury Brands in China
2.4 The Opportunities and Challenges brought by E-commerce and Live Streaming