摘 要:中国是一个极具奢侈品消费能力的地方，已经成为了世界第三大奢侈品消费国。但在全球经济状况下滑、中国经济增长放缓以及中国政府出台相关抑制政策的大环境下，奢侈品市场开始显现颓势。这对奢侈品企业和零售商来说无疑是一个冲击，在各行各业都在寻求新的营销策略来刺激消费的前提下，本论文主要从奢侈品的营销模式着手，为奢侈品企业和零售商引入移动电子商务这种新兴的商务模式，寻求将移动电子商务应用到奢侈品的营销中来，补充和完善奢侈品的营销模式，力图为奢侈品的营销打开新局面。

关键词：奢侈品营销 移动电子商务 营销模式

ABSTRACT:China is a very luxury consumption place, has become the world's third largest consumer of luxury goods. But the decline in the health of the global economy, the economic slowdown in China and the Chinese government promulgated relevant suppression policy environment, the luxury market began to decline. This is undoubtedly a shock to luxury goods companies and retailers, the premise in all walks of life are looking for new marketing strategy to stimulate consumption, this thesis mainly starts from the luxury marketing model, the introduction of mobile e-commerce this new business model for luxury goods companies and retailers, for mobile electronic commerce application to the luxury goods marketing in the past, supplement and perfect luxury marketing mode, trying to open up a new prospect for the luxury goods marketing.

Key words：Luxury marketing；mobile electronic commerce; marketing model