I摘要随着中国经济的发展，社会整体消费水平有了明显的提升，奢侈品消费在消费群体支出总量中占比越来越高。与此同时，中国网民的数量日益增加，新媒体购物逐渐成为人们购物的主要方式之一。根据美国贝恩公司2015年的调查发现，受访者中从互联网或应用软件上接收奢侈品信息达近80%，将社交媒体渠道（如微博、微信等）作为奢侈品信息在线来源的达60%左右，各大奢侈品品牌在数字化渠道上的平均花费达营销总预算的35%，奢侈品品牌开展了前所未有的新媒体营销战。本文从介绍奢侈品的概念及奢侈品新媒体营销的相关理论出发，分析了中国奢侈品新媒体营销的现状，并针对迪奥品牌在中国开展新媒体营销可行性进行了PEST分析、SWOT分析和STP分析，对迪奥在中国的新媒体营销体系设计提出了意见和建议。关键词：奢侈品；迪奥；新媒体营销体系IAbstractWiththedevelopmentofChina'seconomy,theoverallsocialconsumptionhasbeenpromotedsignificantly,theconsumptionofluxurygoodsinthetotalconsumingexpenseisbecomingincreasinglyhigher.Atthesametime,Chinesenetizensisincreasing,andonlineshoppinghasbecomeoneofthetheirmainshoppingways.AccordingtoasurveytakenbyBainCompanyin2015,nearly80%interviewersreceiveluxurygoodsinformationfromtheInternetorapplicationsoftware;upto60%ofthesocialmediachannels,suchasWeibo,WeChat,astheonlinesourcesofluxurygoodsinformation;thebigluxurybrandsaveragelyspend35%ofthetotalmarketingbudgetindigitalchannel,anunprecedentednetworkmarketingwarfarehasbeenlaunchedamongtheluxurybrands.Thispaperintroducestheconceptofluxurygoodsandtherelatednetworkmarketingtheories,theananalyzesthestatusquooftheluxurynetworkmarketinginChina.ThespecificPESTanalysis，SWOTanalysisandSTPanalysisforDiorareconducted,andalsoproposalsandsuggestionarepresentedforDiorconcerningitsnetworkmarketingsystemdesigninChina.KEYWORDS:Luxurygoods;Dior;ThenetworkmarketingSystemI目录摘要.....................................................................ⅠAbstract....................................................................................................................................ⅡI..............................................................4.....................................................4...........................................4...............................................4.............4....................................5..............................................5........................................................5........................................................6.............................................8................................................8................................................8................................................9..................................9.................................10.................................10.......................10............................................10..........................................................10........................................................10........................................................12....................................................13..............................................................14............................................................14......................................................14........................................................15............................................................15....................................................16...........................................
