摘 要:进入经济发展迅速的时代，消费水平在逐渐提高，更多的消费群体比起享受最基本的生存物质，更是痴迷于特定的消费品--奢侈品。这种倾向更突出在中国的一、二线城市里。因为那里的消费者已经具备了一定的消费水平，即使不是非常富裕。只要消费水平达到能够解决生理需求的阶层，其下一阶段的消费则往往趋向于奢求更高档或更高贵的消费品上。用通俗的话来说，这种现象叫“拜金”、“高调”等等。虽然在很多国家也存在着这样的现象，但是对于经济形态还没有稳定下来的中国来说，无疑是一种变异的，极端的消费形态。让人不免对中国未来的消费市场和消费心理发展趋向产生担忧。
本文围绕着中国现奢侈品市场的状况，以一系列调查数据和消费者行为研究进行详细分析和解剖。再结合消费者心理学具体分析奢侈品消费群体和消费特征来了解和分析奢侈品市场的问题和前景。进行全面的发展战略的策划，分析这些问题产生的背景、原因、后果。对研究课题进行自己的建议和策略。
关键词:奢侈品，消费心理，发展，前景，战略
ABSTRACT:In the modern era of rapid economic development,the level of consumption is gradually increase.More and more consumer group is more likely obsessed special consumer goods--Luxury than enjoy the material existence.Such situation is more prominent in Chinese first and second line city.Because consumer in that city is already possess the level of consumption,even if not really wealth.As long as consumption level can solve the basic physiological needs,than the next stage of consumption is to tend to crave more expensive consumer goods.In popular words it’s called “mammonish”or “lofty tone”and so on.Although this phenomenon have exists in many countries,but it is no doubt is a kind of variation,extreme consumption patterns.Many people can’t help,but worried about Chinese consumer market and consumer psychology development trend’s future.
This paper revolves around China luxury market conditions,based on a series of survey data and consumer behavior research are analyzed in detail and anatomy.Then research and analysis the luxury market’s problems and future opportunities with consumer psychology aspect.Proceed the comprehensive development strategy,then analysis why the reason of the problems,the background and the consequence.For the research subject doing my own advise and tactics.
Keywords:Luxury,Consumer psychology,Development,Prospect,Stratagem
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