中国消费者奢侈品消费心理因素及营销策略研究
目 录
ABSTRACT
For hundreds of years, Europe and the United States and other western countries the deepening research on luxury goods, Chinas economy is more and more close to the western countries, population and consumption is also affected by the state of the economy, rising, at the same time, the consumption idea to break out of the bondage of traditional thoughts in China, more and more high demand for luxury goods, so the luxury storm growing in China, and occupied a certain market share.
In the same way as you think, a lot of information about market for luxury goods is pregnant with the industry market in China, consumer of luxury consumption in China began to have their own characteristics of consumer cognition, rising consumer demand for luxury goods, in China now has already occupied a large proportion of the luxury market. However, due to the existence of Chinese luxury goods, there are still many imperfections. For example, the consumer concept in our
*好棒文|www.hbsrm.com +Q: ￥351916072￥
a now has already occupied a large proportion of the luxury market. However, due to the existence of Chinese luxury goods, there are still many imperfections. For example, the consumer concept in our country is at an early stage, which leads to the idea of premature consumption. In addition, most of the domestic enterprises lack a true luxury brand, unable to compete with foreign some luxury brands, watched the domestic market was dominated by foreign brands.
Through the above research, on the basis of fully research, the development trend of Chinas luxury market, internal and external environment and opportunity, compare and analyze the advantages and disadvantages, and analyzes the current situation of our countrys existing brand development. Finally, based on the present situation of Chinas luxury market, the marketing strategy, solution and development direction of luxury brands in China are put forward.
Keywords：Luxury goods ;Psychological factors ;The marketing strategy
一、绪论
（一）选题背景与研究意义
1.选题背景
随着经济全球化的快速发展,全球贸易快速发展,奢侈品消费之风逐渐盛行起来,奢侈品文化亦逐渐发展为当今社会的主流文化。越来越多的消费者注重对时尚与形象的追求,他们渴望个性的展现以及自我的发展,而奢侈品恰恰迎合了众多消费者的这一愿望和需求。中国经济出现了巨大的变化,其中最主要的原因就是改革开放,越来越多的西方国家商品及消费理念涌入中国,人们的消费需求和生活品味也大大提高,曾几何时在大众消费者看来遥不可及的奢侈品日益被越来越多的中国消费者所青睐,特别是近年来,西方发达国家的奢侈品在我国市场的占有率节节攀升,我国已经迈入世界前列,成为了大牌商品消费的泱泱大国[1]。
2.存在问题
尽管中国是世界大牌产品消费大国,但我国本土的品牌却并不多见,但是我国的奢侈品品牌营销还存在许多问题需要解决,主要表现在这几个地方:国内奢侈品品牌较少。国外品牌简直可以说是包揽了我国的奢侈品市场,在我国奢侈品市场上,真正属于我国自主品牌的奢侈品少之又少。西化成为了我国奢侈品消费的主旋律,国人的消费观念及传统的消费文化,加之西方国家对国外奢侈品品牌的成功经营,进入我国市场的大量奢侈品都比较成功,导致这一现状的一大部分原因是目前我国的奢侈品市场被国外品牌[2]。今天的中国,奢侈品运营商面临着如何进行品牌经营的问题,部分运营商目光短浅,只看重短期的利益以及效率,对奢侈品牌文化的培育忽视了。他们不愿意将钱,时间和精力用在建立一个品牌,这样短期内难以有回报,他们只想要一个快速的成效。奢侈品应该被提倡是一种自豪的文化,生活方式以及具有精神附加价值的产品,而国内的许多运营商显然没有看到这一点。
消费者的消费奢侈品是显示他们的身份和炫耀性消费。许多国内奢侈品消费者在奢侈品消费中很容易受到他人的影响，他们对奢侈品品牌、奢侈品的特定特征的特征并不了解。对于高收入人群来说，奢侈品消费可能是一种很正常的日常消费支出，很容
ABSTRACT
For hundreds of years, Europe and the United States and other western countries the deepening research on luxury goods, Chinas economy is more and more close to the western countries, population and consumption is also affected by the state of the economy, rising, at the same time, the consumption idea to break out of the bondage of traditional thoughts in China, more and more high demand for luxury goods, so the luxury storm growing in China, and occupied a certain market share.
In the same way as you think, a lot of information about market for luxury goods is pregnant with the industry market in China, consumer of luxury consumption in China began to have their own characteristics of consumer cognition, rising consumer demand for luxury goods, in China now has already occupied a large proportion of the luxury market. However, due to the existence of Chinese luxury goods, there are still many imperfections. For example, the consumer concept in our
*好棒文|www.hbsrm.com +Q: ￥351916072￥
a now has already occupied a large proportion of the luxury market. However, due to the existence of Chinese luxury goods, there are still many imperfections. For example, the consumer concept in our country is at an early stage, which leads to the idea of premature consumption. In addition, most of the domestic enterprises lack a true luxury brand, unable to compete with foreign some luxury brands, watched the domestic market was dominated by foreign brands.
Through the above research, on the basis of fully research, the development trend of Chinas luxury market, internal and external environment and opportunity, compare and analyze the advantages and disadvantages, and analyzes the current situation of our countrys existing brand development. Finally, based on the present situation of Chinas luxury market, the marketing strategy, solution and development direction of luxury brands in China are put forward.
Keywords：Luxury goods ;Psychological factors ;The marketing strategy
一、绪论
（一）选题背景与研究意义
1.选题背景
随着经济全球化的快速发展,全球贸易快速发展,奢侈品消费之风逐渐盛行起来,奢侈品文化亦逐渐发展为当今社会的主流文化。越来越多的消费者注重对时尚与形象的追求,他们渴望个性的展现以及自我的发展,而奢侈品恰恰迎合了众多消费者的这一愿望和需求。中国经济出现了巨大的变化,其中最主要的原因就是改革开放,越来越多的西方国家商品及消费理念涌入中国,人们的消费需求和生活品味也大大提高,曾几何时在大众消费者看来遥不可及的奢侈品日益被越来越多的中国消费者所青睐,特别是近年来,西方发达国家的奢侈品在我国市场的占有率节节攀升,我国已经迈入世界前列,成为了大牌商品消费的泱泱大国[1]。
2.存在问题
尽管中国是世界大牌产品消费大国,但我国本土的品牌却并不多见,但是我国的奢侈品品牌营销还存在许多问题需要解决,主要表现在这几个地方:国内奢侈品品牌较少。国外品牌简直可以说是包揽了我国的奢侈品市场,在我国奢侈品市场上,真正属于我国自主品牌的奢侈品少之又少。西化成为了我国奢侈品消费的主旋律,国人的消费观念及传统的消费文化,加之西方国家对国外奢侈品品牌的成功经营,进入我国市场的大量奢侈品都比较成功,导致这一现状的一大部分原因是目前我国的奢侈品市场被国外品牌[2]。今天的中国,奢侈品运营商面临着如何进行品牌经营的问题,部分运营商目光短浅,只看重短期的利益以及效率,对奢侈品牌文化的培育忽视了。他们不愿意将钱,时间和精力用在建立一个品牌,这样短期内难以有回报,他们只想要一个快速的成效。奢侈品应该被提倡是一种自豪的文化,生活方式以及具有精神附加价值的产品,而国内的许多运营商显然没有看到这一点。
消费者的消费奢侈品是显示他们的身份和炫耀性消费。许多国内奢侈品消费者在奢侈品消费中很容易受到他人的影响，他们对奢侈品品牌、奢侈品的特定特征的特征并不了解。对于高收入人群来说，奢侈品消费可能是一种很正常的日常消费支出，很容
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