中国消费者奢侈品购买热的状况分析.doc

摘要：随着中国经济快速增长、消费者个人可支配收入的提高，中国的奢侈品市场呈现迅猛发展的势头，市场竞争也日趋激烈。在这样的背景下，研究课题“中国消费者奢侈品购买热的状况分析”显得尤为重要。通过调查内容：奢侈品购买心理分析，奢侈品购买现状分析，奢侈品消费中存在的问题等，对奢侈品购买各类问题做出分析统计，并对奢侈品购买热状况做简要评价与建议。

关键词：奢侈品  消费现状  购买动因

Abstract: With China's rapid economic growth, consumer personal disposable incomes rise, China's luxury market is the momentum of rapid development of increasingly fierce market competition. In this context, the research project "Analysis of Chinese consumers to buy luxury goods hot" is particularly important. Investigation: to buy luxury goods psychological analysis, the status quo of a luxury purchase, luxury consumption problems, statistical analysis on the luxury to buy all kinds of problems, and the luxury to buy the thermal status of  a brief evaluation and recommendations.

Keywords: Luxury Consumption   Motivation to buy   

　　随着中国经济的不断增长，各个阶层收入水平大幅增加，中国奢侈品市场正在快速繁荣的发展。同时，奢侈品消费中也存在着一些问题，消费心态尚不成熟，对品牌的认知有待提高，本土奢侈品品牌的国际竞争力虽然还不强，但有很大的发展空间。本文基于对中国消费者奢侈品购买热的状况分析，提出相应对策建议。首先，对于消费心理不成熟，可以长到积极健康的奢侈品消费文化，其次，本土奢侈品要想获得长足发展，应充分利用中国的传统特色文化，来丰富品牌内涵。