中西方奢侈品消费观对比技术方案.ppt

Comparison of Chinese and Western Luxury Consumption Concepts Chinese Dama Analysis of the Situation Analysis of the situation According to the 2013 China luxury report released by wealth Quality Research Institute, the Chinese luxury consumption totally reached $1020 hundred millions in 2013, the global luxury market capacity were $2170 hundred millions, which means that the Chinese people would be bought 47% of global luxury goods. Differences Analysis Different aspects China Western Country consumers’ ages 25～40 40～70 consumers’ backgrounds RMB 3000-6000/month $ 30-100 thousand/year (RMB 15000-50000/month) consumption concepts social symbolic value dominant public meaning face consumption individual orientation on luxury consumption value individual meaning consumption motivations investment demand enjoyment of life objects and brands of consumption physical commodities spiritual consumption of enjoyment Most of the time, the majority of Chinese luxury consumers buy the classic styles with obvious logos, so that others know it is a luxury just at one glance. In contrast, western luxury consumers advocate a more elite consumption which is more introverted. People tend to buy in line with their own personal styles and choose the brands which have the sense of design and a long history with connotation. The Cultural Differences of Luxury Consumption For Chinese The characteristics of Chinese traditional culture have three orientations--- family, relationships and authority. Chinese society is the collective social where people have inseparable interpersonal ties and pay close attention to the evaluation by society and others. The cultural value system puts more emphasis on collectivism values with social orientation. For Chinese Relationship determinism means treating different people in different ways and attitudes of doing things. Worship and dependency of authority makes the Chinese buy luxury goods not for the use value, but for making the