中国奢侈品费行为研究.ppt

Chinas Luxury Consumption Status a strong brand awareness, focusing on status. Affected by the traditional Chinese Confucian culture, face is very important in peoples minds. luxury and luxury brands are status symbol. More and more Chinese consumers buy luxury goods to meet their consumption needs. Chinese luxury consumers are young. Different with western countries, the majority of luxury consumers in China are under the age of 40-years old. Chinese women spend huge on luxury goods, women has already been the main force in Chinas luxury market. Chinese consumers have a higher degree of acceptance of foreign brands. Most Chinese consumers spend on elementary luxury goods. Researches about Characteristics of Chinese Luxury Consumer Behavior non-essentials to be necessary A 非必需品的必需化 high degree of socializing B 高度社交化 paranoid brand consumption E “偏执化”的品牌消费 deviant consumer behavior. C 消费行为的“越轨” optimal and lower consumption trends D 趋优和趋低消费 Research hypothesis and model Hypothesis 1: Chinas rapid economic growth and changes of population structure directly led to the generation of demand for luxury goods. Hypothesis 2: Chinese peoples luxury consumption concept was deeply influenced by Confucianism. Hypothesis 3: Chinese consumers want to buy luxury goods largely in order to meet the needs of self-realization. Hypothesis 4: In the process of decision-making in consumption, brand scale, promotion and consumer experience are considered when consumer is choosing brand. IV1 Economic: Chinas rapid economic growth demographic changes IV2 Social: Confucian culture face and relationship IV3 Psychological: Self-realization IVV: Demand Motivation DV: Buying MV:brand scale, promotion channel and consumer experience IV1 Economic factors: China‘s rapid economic growth. Changes in the structure of China‘s population. IV2 Social factors: Focus on the interdependence between people. Seek for the balance of the interest of personal and group. IV3 Psycho