中西方奢侈品消费观对比知识研讨.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. 买！买！买！ Differences Analysis 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 their behaviors in accordance with the certain group standards and meeting the needs of group interest in order to obtain the social and self-value identity. For Western Countries European cultures advocate democracy and freedom of thought, which is a kind of belief and the embodiment of the humanistic value. Their enthusiasm for art, love of life and the pursuit of faith make them value the connotation and concept of the luxury rather than the luxury itself. For Weste