《中国顶级奢侈品消费研究》-毕业论文.docVIP

摘要 中国顶级奢侈品消费能力在国际市场上日益引起瞩目，电子商务的迅速发展 也一定程度上提供了更多的项级奢侈品消费渠道，随着中国经济快速增长、城镇 人口持续增加，以及消费者不断走向成熟，中国的项级奢侈品消费者数量将继续 大幅增加。基于此背景，本文提出了研究我国顶级奢侈品消费的论题。奢侈品消 费从时间上来讲，古亦有之；从地域而言，是一种全球现象；从发展趋势来讲， 奢侈品消费不是一种短暂的时尚，它受到来自供求双方基本的、也是长期积攒的 强大金融和社会力量的驱动。基于此，本文还建立了一个“顶级奢侈品消费”的 分析模式,分别从消费区域、人群和产品类别方面对中国顶级奢侈品消费的现状 进行了对比分析。本文利用西方经济学、消费者行为心理学等理论工具，来研究 我国顶级奢侈品消费形态及其对营销策略的影响，结合奢侈品典型案例论述与特 定产品有关的消费者和产品情况，深入剖析顶级奢侈品消费特征、及品牌打造。 最后，针对顶级奢侈品在中国市场的营销潜力和阻力，提出一些方法和建议。本 文在肯定顶级奢侈品消费的正面作用同时，还支持了一些可能出现的负面影响， 本文认为，对于顶级奢侈品消费，应该有一个公正、客观的评价和认识，既要看 到它实现消费升级、拉动经济增长的积极一面；同时,又要看到过度负债消费的 危害和弊端，增强应对未来经济和社会的危机处理意识。 关键词：顶级奢侈品，消费，需求，营销l引言 Abstract The potential of China’S consumer power of first-class luxuries is gaining more and more attention of the world．In addition,the development of e-conlYneree also facilitates the availability of first-class luxuries．With the continuing and rapid development of the economy,the increase of China’S population and the growth of luxuries-consumers．more and more first-class luxuries will be on China’market．It iSagainst such a background that this research topic was proposed． Luxury consumption existed in ancient，seeing from the region,it is OH@kind of global phenomena,seeing from its development tendency,luxury consumption is not one short fashion,it is pushed by the formidable finance and society strength which arc from supplies and demands，So the thesis analyzed the status quo of first-class luxuries consumption in China from the aspect．8 of region，group and categories ofconsumption goods．It studied Chinas consumption shape ofluxury and its influence on marketing strategies through comparison static state analysis of western economic theory tool and consumers’psychology theories．In addition，based on a case of luxury good．this thesis elaborated some specific products concerned witll consumers and the products，analyzed luxury consumption characteristic，experience consumption and the luxury brand making．Finally,suggestions are provide on the basis of summarizing advantages and disadv