中国奢侈品市场消费者行为研究——路易威登的案例分析.pdf

中国奢侈品市场的消费者行为研究 —路易威登的案例分析 摘要 ：近几年来，中国经济快速增长，GDP 总量逐步提升，城镇化进展迅速，基于此，我国 奢侈品消费者的数量也大幅度增加，购买力随之提高。当国际奢侈品市场因金融危机影响而出现 疲软的时刻，中国市场却逆水行舟，保持上扬势头。中国奢侈品市场已经成为全球规模最大的市 场，同时，中国奢侈品市场消费者的消费行为还具有自己的特点。本文通过引入具有代表性的路 易威登品牌作为案例剖析，在介绍了路易威登品牌背景后，进而探讨了对近年来奢侈品概念的进 展和衍生，以及对消费者消费行为的研究。同时，本文总结了路易威登中国奢侈品市场的进展现 状，并对路易威登消费者的消费特点进行了分析，最终提出理性对待奢侈品消费的建议。 关键词：奢侈品 消费市场 消费行为 路易威登 The study of consumer behavior in Chinas luxury market Abstract: In recent years, Chinese economy，GDP and the development of urbanization has grown rapidly. Based on this, the number of Chinese luxury consumers are also in a significant increase and also the purchasing power. When the moment of the international luxury goods market appears weak dued to the impact of the financial crisis, the Chinese market is riding a boat to keep up the momentum, the Chinese luxury goods market has become the worlds largest market. Consumer of Chinas luxury market behave in its own characteristics.This paper introduces Louis Vuitton brand as a representative analysis, after presenting the background of Louis Vuitton, then discusses the development of derivative and the concept of luxury goods in recent years ,also including the study of the consumer’s behavior. At the same time, this article summarizes the development status of Louis Vuitton in China, and analys the consumption characteristics of it’s consumers. At the end, this article makes a rational proposal for luxury consumption. Key words: Luxury, Consumer market, Consumer behavior, Louis Vuitton 目录 一、引言 1 二、奢侈品消费行为相关理论研究概况 1 （一）消费者行为学理论基础与进展1 （二）国内外奢侈品消费行为理论研究概况2 （三）文化视角看待奢侈品消费4 （四）社会