基于消费者心理的中国奢侈品营销策略研究-企业管理专业论文.docxVIP

基于消费者心理的中国奢侈品营销策略研究 基于消费者心理的中国奢侈品营销策略研究 摘要 发达国家的人们进行奢侈品消费已经有几百年的历史。近年来随着我国经 济的快速增长、城镇人口的持续增加和人们消费能力、消费观念的转变，越来 越多的人开始享用奢侈品。路易威登、古奇、宾利等国外的奢侈品品牌也开始 不失时机地进入中国市场，并取得了很大成功。 显然，中国的奢侈品行业孕育着商机，市场容量相当庞大。中国消费者具 备一定的消费能力和消费意识，对奢侈品的需求不断增加。中国毫无疑问正在 成为奢侈品消费的超级大国。但是也应该看到中国的奢侈品市场才刚刚起步， 有很多地方还不完善：消费者的消费观念还停留在比较初级的阶段，对奢侈品 的理解也不够成熟。另外一个现象是，在奢侈品行业国内企业集体缺位，国内 还没有真正的奢侈品牌，只能看着国外品牌抢滩中国，无法参与竞争。 基于以上考虑，本文在国内外奢侈品发展研究的基础上，对中国奢侈品市 场的特点、发展趋势展开探讨，对中国本土奢侈品发展的外部环境与机会威胁 进行了分析，并建立了中国奢侈品消费心理影响因素评价体系，运用层次分析 法计算出了各个影响因素的重要性程度。最后针对中国奢侈品市场的情况提出 相应的营销对策和发展方向。 关键词：奢侈品；消费心理；营销策略；层次分析法；评价体系 Research Research at Marketing Strategies of Chinese Luxury goods based on consumer psychology Abstract For several hundreds years people in advanced countri es have been consuming the luxury．With the fast development of China’S economy，urban population increases continuously，and consumers are becoming maturity constantly，people of luxury consumption in China will increase by a wide margin．LV、GUCCI、Bentley and other oversea luxury brand have entered Chinese market and have been made a big success． Clearly,China’S luxury industry is pregnant with business opportunities and it has a large market capacity．Chinese consumer have a certain degree of purchasing power and consumer awareness，demand for luxury goods is increasing．There is no doubt that China is becoming a luxury consumer superpower．But it should also be noted that China’S luxury market has only just started，there are many places which is not perfect：consumer’S attitudes are also still in the relatively early stage，and the understanding of luxury goods are also not mature enough too．Another phenomenon is that in the luxury industry,the collective absence of domestic enterprises，there are no true luxury brands in China，watch foreign brands vied for China and can not participate in competition． DHe to above considerations and based on luxury development studies at home and abroad，this article discussed the characteristics of China’S luxury market and development tren