中国传统元素在奢侈品品牌中的应用与营销.docxVIP

PAGE PAGE II 中国传统元素在奢侈品品牌中的应用与营销 摘要：在中国人的观念，奢侈总是和浪费挥霍联系在一起，具有明显的贬义色彩。然而，随着经济的快速发展，传统的奢侈定义被彻底打破。“奢侈品”这一舶来词以一种奢华的、独特的、稀有的形象出现在国人面前，为极少数权贵、顶尖人士所拥有，因而拥有奢侈品成为判断人们富贵与否的标志。由于受到传统文化的影响，人们购买此类奢侈品的消费动机相对于西方而言有其特殊性。本文基于这个背景对我国传统元素在奢侈品品牌中的应用和营销现状进行分析，并提出改善其营销现状的对策。 关键词：奢侈品；传统元素；应用；品牌营销 Abstract: in Chinese concepts luxury is always linked to wasteful spending and has obvious negative overtones. However, with rapid economic development, traditional luxury definitions have been completely broken. Luxury goods came into being in front of Chinese people with luxury unique rare image which is owned by a fe