中国奢侈品系柠费市场...docVIP

延 边 大 学 （ 二 〇 一一 年 十二月 摘 要 随着中国经济的快速发展，居民收入水平的答复增长，中国的奢侈品市场也呈现勃勃生机，中国的富裕人群快速涌现，中国是罪具有潜力的奢侈品消费大国。根据世界奢侈品协会在北京发布的官方报告，2010年2月初至2011年3月底，中国奢侈品消费总额已达到107亿美元，仍然保持着增长势头，国内奢侈品市场消费占全球份额的四分之一强，中国已成为全球第二大奢侈品消费国。预计2012年，中国奢侈品市场消费将会达到146亿美元以上，超过日本成为全球第一大奢侈品消费大国。但是，我国的奢侈品市场发展中仍然存在一些问题。首先，我国奢侈品消费者心理尚未成熟，存在炫耀性消费，过度负债消费等不良现象，需要合理的政策进行引导。其次，我国奢侈品市场上缺乏本土奢侈品牌。国际奢侈品牌正迅速扩张，而国内企业却鲜有作为。再次，奢侈品市场秩序也有待规范。 本文搜集整理了相关资料，对奢侈品的含义，特性，奢侈品在中国市场的发展历程及现状进行了分析，总结了国内外奢侈品牌的发展历程跟成功经验，结合中国的实际情况提出了个人见解。我国可以通过倡导消费者树立正确的消费观念，对奢侈品征收消费税和合理控制信贷款来解决；本土品牌要想获得长足的发展，应充分利用中国传统文化，来丰富品牌内涵，注重创新和人才培养。另外，我国应创建有序的市场环境，通过维护消费者的知情权，鼓励代工企业发展自主品牌，打击仿冒品来实现。（空2格，宋体小四，行距-固定值22磅，字间距选标准） 关键词：奢侈品；奢侈品消费市场；品牌；奢侈品消费现状（空2格，宋体小四，行距-固定值22磅，字间距选标准） Abstract With the prosperity of China’s economy, more and more social elites who have tremendous wealth in our society are coming to the force. Base on the data, from 2010 to 2011, the number of the spending promote to 107 billion dollar, China has been the second luxury country of consumption in the world. We expected that to 2012, the number would grow to 146 billion dollar. However, there are still some problems existing in the development of China’s luxury goods market. First of all, the psychology of China’s luxury goods consumer is not yet rationality. Secondly, compared with the rapid expansion of international luxury brands, few domestic enterprises are competitive in China’s luxury goods market. Third, the luxury goods market has yet to be norms of order. Based on the relevant data collected to explore the psychology of Chinese luxury consumers and the development route and success of domestic and international luxury brands, this thesis, combined with the actual situation of Chinese enterprises, raised a series of personal suggestions on the above problems. To solve the problem of the psychology of Chinese luxury consumers, consumers should be guide to establish a correct concept of luxury consumption, also the consumption tax on luxury items an