中国市场奢侈消费动因的研究.pdf

TheChinesemarket luxury hasseen the andwas rapidgrowth estimated duringpastyears GoldmanSachs by Annual beoneofthetwo Report 2004 to marketsin biggestluxury with to 2015，togetherJapan．In understandthe motivationsin seeking luxury consumption the and Chinese usedaninclusive fastest-growingculturallyunique market,this study basedon studies thatwere and questionnaire motivational focus-group especiallydesigned measurements usedin researches existing thathadbeen the empiricallyproved．Unlike traditional in personal·social innovative dichotomyexplaining luxuryconsumption，an motivation frameworkWas triple-dimensional inthis from developedpaper asocial of dynamic view．The andProductorientations perspective Superiority,Impact scheme the andoutward focusonthe respectivelyexplainsupward mobility,and itselfin product buyingluxurypieces，as inChinese studiesbasedOn deep-rooted consumers．Inter-group and educationfurtherexaminedthe income，age，gender ofChinese peculiarities luxury onthe ofthe basis social structure consumption mobility behind luxuryacquisition．Two consumer and typical groups·the‘‘old identifiedbased boy’’stylethe‘‘aspiringyouth’-were ontheir distinctiveand features．Inviewofthe characteristicsin contrasting distinguished theChinesemarketand inthemainstream luxury especially luxury consumptiongroups， and for respondingsegmentation marketerswere positioningstrategiesluxury proposed， and for discussed． implicationsstartinge-business，in particular,were culture Keywords：luxury,luxury motivation，Chinese consumption，consumption Chinese Classification：C93 Library Listoftables 1 distributionofthe 3 Table questionnairerespondents……………………………………………1 Age 7 Table2Factor results………………………………………………………………………………．1 analysis Table3Factor rich 8 results：onlyrespondents…………………………………………………1 analysis Table4The usedinthe groups study………………………………………………………………………20 Table5Correlationthefour variables……．……．……………………………．．21 among demographic Listof figures 4 1 ofthe attenda