摘要：在拥有几千年文化的中国，奢侈品消费是不可避免的一种重要的消费现象，随着中国社会和经济的飞速发展，居民收入得到了大幅的增长，富裕的人愈来愈多。中国正逐步成为奢侈品消费市场的主力军，并且很有可能成为最具潜力的奢侈品消费大国。女性往往是消费的主群体，女性消费者在中国的奢侈品市场上占据着不容忽视的地位。本文以女性消费者为落脚点，对女性消费者的奢侈品购买动机进行研究。通过文献回顾，借鉴以往学者对于女性消费者的研究成果，同时又参照国内外学者提出的各类奢侈品购买动机，最后针对性的提出了相应的营销策略，作为企业营销的建议和参考，奢侈品企业可以从多个方面刺激女性消费者的购买欲望，并促使其完成最后的购买行为。
关键词：奢侈品，女性消费者，购买动机
ABSTRACT：Luxury consumption is inevitably an important consumption phenomenon in China which is a country with thousands years of culture. With China's social and economic development, residents income obtain sharp growth and rich people become more and more. China has gradually become the mainstay of luxury consumer market, and is likely to be the most potential luxury consumption power. Women are often consumption Lord Groups and female consumers in China in the luxury goods market are playing an important role that cannot be ingnored. Based on the female consumers for foothold, the paper is aimed at studying purchasing motivation of female consumers of the luxury goods. Through reviewing relating literature , referencing research results of the female consumers of past scholars as well as the study on luxury purchasing motivation of domestic and foreign scholars,the paper finally put forward corresponding marketing strategy which can be suggestions and references of enterprise marketing.Luxury enterprises can stimulate the feminine consumers’ purchasing desire from different aspects so as to achieve their final goal.
Key words：Luxuries； Female consumers；Purchasing motivation
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