摘要:随着中国经济的发展，老百姓收入的提高，越来越多的奢侈品进入中国消费者的视野。近年来，因为遭受金融危机的打击，全球经济呈现疲软，欧美发达国家的奢侈品消费进入相对的低谷期，而东方的中国却一枝独秀，成为仅次于美国的全球第二大奢侈品消费大国。
但是，中国奢侈品消费市场繁荣的背后，却隐藏着诸多问题。中国的消费者往往不注重奢侈品的历史及其内在价值，而是看到什么贵就购买什么。他们当中有的人为了炫耀，只买贵的，不买对的。更有甚者，自己的收入远远未达奢侈品消费的水准，却硬是打肿脸充胖子，节衣缩食来购买奢侈品，而仅仅是为了让自己更有面子而已。
本文将从消费者的文化、阶层、社会群体及其自身特性等多角度地分析中国奢侈品消费者盲目消费的原因，并针对原因提出健康消费奢侈品的对策。这对于倡导奢侈品健康、理性消费，维护消费者权益，推动社会消费进步有着重要意义。
关键词：中国奢侈品市场；盲目消费；理性消费
ABSTRACT:With the development of China's economy, people's income increase, more and more luxury goods into China consumer perspective. In recent years, as against the financial crisis, the global economy is fatigued and weak, the developed countries in Europe and America luxury consumption into the relatively low, and the eastern China is thriving, become second only to the United States the world's second largest luxury consumer.
However, behind the Chinese luxury consumer market prosperity, but hidden problems. Chinese consumers often do not pay attention to the luxury of history and its intrinsic value, but see what you can buy what. Some of them to show off, only to buy expensive, not to buy. What's more, their income is not up to the standard of luxury consumption, but simply bluffing, scant oneself in food and clothes to buy luxury goods, but only to make himself more face.
This paper will be from the consumer culture, class, social group and its characteristics, analyses reasons for China's luxury consumers blindly consumption, and puts forward countermeasures for health reasons for luxury consumption. The advocacy of healthy, rational consumption of luxury goods, safeguard the interests of consumers, to promote the social consumption has important significance in progress.
Keywords: The luxury market in China；blind consumption；Rationalo consumption
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