中国奢侈品市场的发展现状及其未来趋势.doc

中国奢侈品市场的发展现状及其未来趋势 摘 要 近些年来，随着中国经济的快速发展，居民收入水平的大幅增长，中国的奢侈品市场也呈现出勃勃生机，逐步成为了全世界的关注焦点，从而吸引了众多外国奢侈品厂商进入中国市场。目前中国已经成为在即日本和美国之后的第三大奢侈品消费国，具有广阔的发展空间，据最新资料表明，2009年中国奢侈品市场大96亿美元，占全球市场份额的27.5%。由此可见，奢侈品消费已经成为中国经济增长不可忽视的一股力量，尽管如此，由于多种原因，我们国家从学术界到一般民众对于“奢侈品”的观念还是缺乏认知，只是它在国民眼中还是一个“新鲜”事物。因此只能眼睁睁地看着外国企业抢占中国市场，自己却难有作为；所以，分析中国奢侈品市场的现状及特点，研究中国奢侈品市场存在的问题，尽快培育和发展中国奢侈品牌，有着重要和紧迫的现实意义。 本文首先在绪论部分提出了选题背景、研究目的及意义；接着从三个方面对奢侈的界定做了相关分析；然后谈到中国奢侈品市场的发展现状以及现存在的问题；最后根据存在的不足提出了相应的解决措施，即中国奢侈品市场的未来发展战略及趋势。 关键词：奢侈品，奢侈品市场，解决措施，发展战略，趋势 Abstract In recent years, China has achieved rapid economic development, a bright spot in the world. Large number of foreign luxury goods makers are attracted to the Chinese market, have entered China. China has become the worlds third largest consumer of luxury goods, while the market is still a great future space. Luxury consumption in Chinas economic growth has become a force not to be ignored. However, for various reasons, our country from academia to the general public for a lack of understanding of luxury, and luxury goods in China is still a new thing. Therefore, foreign companies could only watch to seize the Chinese market that they do not contribute much. So, the analysis of the Chinese luxury goods market situation and characteristics of the Chinese luxury goods market problems, to train and develop Chinas luxury brand, has important practical significance and urgency. ?First introduction this paper presented some research background, purpose and significance; then from the definition of three aspects of the luxury to do the correlation analysis; then talked about the Chinese luxury goods market in the current situation and existing problems. Finally, the shortcomings put forward the corresponding solutions, that is, the development strategy of Chinas luxury market and trends in the future. Keywords: Luxury, Luxury market, Solutions, Development Strategy, Trend  目 录 摘 要 I Abstract I 第一章 绪论 1 1.1选题背景 1 1.2研究目的 1 1.3研究意义 1 第二章 奢侈品的相关资料 3 1.1奢侈品的含