中国奢侈品现状与消费群体分析及对策研究.docVIP

屮国奢侈品现状与消费群体分析及对策研究 屮国奢侈品现状与消费群体分析及对策研究 摘要 2011年6月份,世界奢侈品协会的报告预计，中国奢侈品市场在2012年将达到146亿美 元，就此将超过口木，达到奢侈品消费额的顶峰。但是，中国人在国外的奢侈品消费是国消 费群体 Abstract In June 2011, the World Luxury Associations report is expected in 2012, the Chinese luxury goods market will reach $ 14.6 billion, this will be more than Japan, reaching the pinnacle of luxury spending.However, the Chinese luxury consumption abroad is more than four times the domestic market, con sumption is a serious relocation, and so on, once the exit shoppi ng the formation of habits or trends in China, and later there will be more people choose to exit the consumer,the high-end domestic market in China will be a heavy price.Actively support and guide the development of the Chinese luxury goods industry, plays an important role in promoting Chinas economic development and social progress, but also to a critical state? This paper first introduces the definition and characteristics of luxury goods; followed by the status of the Chinese luxury goods and consumer groups to make a summary and analysis; Finally, according to the search access to a large number of luxury brand management literature and data for Chinas current luxuryStatus and consumer groups to provide some measures for the development of local brand. Keywords: luxury; luxury status quo; countermeasures; consumer groups -JLZ 刖n TOC \o 1-5 \h \z 奢侈品定义及特征 -1- 1」奢侈品定义 -1- 1.2奢侈品特征 -1 - 中国奢侈品现状 -2- 2.1中国奢侈品消费市场现状 -2- 2.2中国培育奢侈品品牌现状 -3- 中国奢侈品消费群体概述 -5- 3.1中国奢侈品消费群体类别 -5- 3.2中国奢侈品消费者特点 -5- 3.3中国消费者奢侈品消费动机 -5- 发展中国奢侈品品牌可行性对策 -6- 4.1基于中国奢侈品现状的中国奢侈品品牌发展对策 -6- 4.2基于中国消费群体的中国奢侈品品牌发展对策 -7 -结 论 ? 9 ??参 考 文 献 -9- 刖吕 《世界奢侈品协会2011官方报告蓝皮书》发布，截止2011年3月底，屮国奢侈品市场消 费总额已经达到107亿美元(不包括私人飞机、游艇与豪华车)，人据全球份额的四分之一， 屮国已经成为全球第二大奢侈品消费国，估计在2012年，中国将超越口木后成为第一奢侈 品消费大国。这些数据的展现了中国消费者对于高品质精致生活的追求与对奢侈品的热爱。 然而面对如此巨大的商机,我国虽然己岀现海尔、联想等具有国际与国内影响力的知名品牌, 但是在奢侈品品牌方面还处于起步阶段，屮国还没有可以被国际认可的奢侈品品牌。发展本 土奢侈品牌除了能提高企业的地位和声誉，还能使企业带来巨大的经济效益，而且对于丰富 我国品牌阵营，提升国家形象有着积极的意义。 奢侈品定义及特征 1.1.1奢侈品定义 奢侈品(Luxury)在国际上被定义