Estratégia de Comunicação e Venda On-Line na Joalharia de Luxo

Joana Motta, Sandra Filipe, Maria Barbosa

Abstract


A presente investigação tem como objetivo caracterizar a estratégia de comunicação e venda on-line apresentada nos web sites de empresas de joias de luxo. Nesse sentido, foram identificadas e analisadas as características gerais do web site, as opções de comunicação e interatividade, as opções de venda disponíveis e os critérios de segmentação e posicionamento de cada marca. Os resultados evidenciam que as empresas de joias de luxo utilizam os new media conjuntamente com os meios tradicionais, ou seja, vendem os seus bens on-line privilegiando o contacto personalizado com o potencial consumidor procurando atraí-lo para a visita às suas boutiques.


Keywords


e-consumidor, web sites, joalharia de luxo, análise temática de conteúdo

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References


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NETGRAFIA

Asprey (2013). Acedido dia 30 de junho, 2013, de http://www.asprey.com/

Boucheron (2013). Acedido dia 30 de junho, 2013, de http://www.boucheron.com/

Bvlgari (2013). Acedido dia 30 de junho, 2013, de http://www.bulgari.com/

Cartier (2013). Acedido dia 30 de junho, 2013, de http://www.cartier.com/

Chaumet (2013). Acedido dia 30 de junho, 2013, de http://www.chaumet.com/

Chopard (2013). Acedido dia 30 de junho, 2013, de http://www.chopard.com/

De Beers (2013). Acedido dia 30 de junho, 2013, de http://www.debeers.co.uk/

Harry Winston (2013). Acedido dia 30 de junho, 2013, de http://www.harrywinston.com/

Kloybateri (2013). Acedido dia 30 de junho, 1 de julho, 2 julho, 2013, de http://www.kloybateri.com/

Mikimoto (2013). Acedido dia 30 de junho, 2013, de http://www.mikimotoamerica.com/

Montblanc (2013). Acedido dia 30 de junho, 2013, de http://www.montblanc.com/

Tiffany (2013). Acedido dia 30 de junho, 2013, de http://www.tiffany.com/

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International Journal of Marketing, Communication and New Media

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