我国奢侈品市场发展现状及对策分析.doc

摘要:奢侈品在国际上被定义为是一种具有奇特、稀有、珍奇等特点的，超出人们生存与发展需要范围的消费品”，又被称为非生活必需品。或者我们可以把奢侈品广泛地定义为主要面向中高端和高端消费市场的产品，通过自身产品的高品味和优良的质量带给消费者一种高雅和精致的生活方式。随着中国经济开放程度越来越高，大量来自世界各国的商品涌入中国，当然商品中也少不了奢侈品。当前中国消费者对奢侈品的喜爱正席卷全国，中国人对于奢侈品的追捧热情让国外媒体对中国人的消费能力感到十分诧异，这不仅仅表现在中国是目前最具发展潜力的奢侈品消费大国，而且中国也正逐步成为世界上奢侈品消费的生力军。当国外奢侈品商家在中国收获巨大利益的同时，我们不得不去反思中国目前消费者对于奢侈品消费在消费观念，消费行为以及消费心理上存在的盲目性。我国本土的奢侈品品牌虽然有“茅台”“五粮液”等等，但中国本土奢侈品由于战略眼光的缺乏和品牌宣传手段的滞后，而不能被国外消费者所熟知。中国奢侈品市场正吸引更多国外奢侈品牌商们的眼光，但是中国本土的奢侈品却没有得到本土企业家足够的重视。

关键词：中国；奢侈品；质量；本土

Abstract:Luxury goods in the international community is defined as "a people's survival and development needs of the range of unique, rare, exotic features such as consumer goods, also known as non-necessities. Or luxury goods can be broadly defined as to bring consumers an elegant and refined way of life, focusing on taste and quality, and for high-end and high-end market products.The goods of the world has poured into China, including some valuable luxury.The Chinese people love luxury is sweeping the country, foreign media surprised the Chinese luxury consumption capacity, not only in China is now the most promising luxury consumer, China is gradually becoming a force in luxury consumer market. When the foreign luxury goods businesses in China reap great benefits at the same time, we have to reflect on China's current consumer demand for luxury goods in consumer attitudes, consumer behavior and consumer psychological blindness. The local luxury "Maotai" National Pits 1573 ", but China's domestic luxury goods due to the lack of strategic vision and branding tools, which can not be foreign well-known. Chinese luxury goods market is attracting more foreign luxury brands have the vision, the local Chinese luxury goods did not cause the attention of local entrepreneurs.

Keywords: China; luxury; quality; native