女性奢侈品消费的购买动机分析.docVIP

北京服装学院 女性奢侈品消费的购买动机分析 女性奢侈品消费的购买动机分析 摘 要 中国市场正以强大的发展潜力吸引着越来越多海外奢侈品的目光。百分之八十的世界顶级奢侈品品牌已经进驻中国市场。在2008年金融危机的背景之下，各行各业均受到其冲击，外国奢侈品市场频频显出疲软之势，而中国的奢侈品市场却一枝独秀。 奢侈品作为一类特殊的商品，具有其独特的特征，也一直成为学者们研究的热点。其中奢侈品消费动机的探索是其中一块重要的内容，而女性消费者对于奢侈品消费的个人导向性动机相比男性更为明显。本文从女性消费者角度研究奢侈品的消费动机，界定了品牌选择、感知价值和自我结构作为影响奢侈品消费动机的主要研究变量，提出奢侈品消费动机研究模型并进行实证分析。 本文的研究对相关品牌的营销具有一定的实践价值。并会促进我国奢侈品市场的发展。 关键词：消费者 奢侈品 消费动机 The analysis of female?luxury consumer?purchase motivation ABSTRACT The Chinese market is attracting more and more overseas luxury eyes with the strong development potential. Eighty percent of the worlds top luxury brands have been stationed in China market.?Under the background of the financial crisis in 2008, all walks of life are subject to the impact and foreign luxury goods market frequently show weak trend, and Chinas luxury market is thriving. Luxury as a kind of special commodity， has its unique characteristics， but also has become the focus of scholars. Luxury consumption motives of exploration is one of important content. The existing research is mostly to durable consumer goods as the representative of the luxury consumption motives of study，the female consumers for luxury consumption individual oriented motives compared to males are more obvious， embodied in the pursuit of quality and self pleasuring two motivation. From the angle of female consumers of fast moving consumer goods luxury consumption motives， defining the brand choice， perceived value and self structure as an influence on luxury consumption motives of main research variables， puts forward the fast moving consumer goods luxury consumption motives of study model and empirical analysis. This article from the female consumers for luxury consumption motives angle undertook comparative thorough analysis research. Key words: Female Consumer Luxury goods Motivation of consumption 目 录 TOC \o 1-3 \h \z \u 1.前言 1 1.1 选题背景 1 1.2 选题意义 1 2.理论基础 1 2.1奢侈品理论 1 2.1.1.