摘 要

改革开放30年来，中国经济迅速腾飞，随着经济快速发展，国内居民收入水平不断攀升，富裕阶层迅速涌现，中国已经成为奢侈品消费大国，不仅连年保持奢侈品消费增速全球第一，而且中国消费者在奢侈品消费上的购买力令全世界为之咋舌。根据商务部资料显示，中国奢侈品消费已占全球总量20%左右，未来将会成为最具潜力的奢侈品消费大国。

本文在国内外研究的基础上，选取奢侈品中的重要品类——服饰类奢侈品来作为样本，首先阐述奢侈品的定义，主要表述特征及价值两个方面，其次分析服饰类奢侈品消费者的购买行为及心理，并以营销学“4P”理论为主导框架，在渠道、产品、价格、促销四个方面分析中国奢侈品行业，借鉴国外成功的服饰类奢侈品品牌，从多角度分析问题并结合消费者购买行为提出完整的营销优化解决方案。在文章的最后归纳全文，总结研究展望，提出合理化的建议。

关键词：奢侈品；消费行为；营销策略；

Abstract

China’s economy have took off over 30 years, which is benefited from the reform and opening-up policies. Meanwhile,with development of China’s economy accelerating,the in-come of domestic residents boosts increasingly, more and more people enter in wealthy class rapidly. China have became the one of countries that is capable of consuming large amount of luxury goods. Not only the rate of improvement in consumption of luxury merchandises is No.1 around the world for consequent years , but the capability of consuming the luxury goods is impressive as well. Chinese consumption in luxury goods accounts for 20% global consumption in that according to database of the Business Department. That is why China ought to be considered as the most potential nation in consuming luxury products.

This essay will base on international researches, select one important type of luxury goods----luxury clotures----as objective sample. The content of dissertation will firstly introduce the terms of luxury goods and explain the deeper meaning of that, inside price, in the other words. Moreover, one of chapters is going to analyse psychology and behavior of consumers of luxury goods by utilizing the “4p” as main frame, which is a theory cited from . More specifically, we will analyze Chinese luxury merchandises industry from four aspects----retail chains,products, prices and discounts. Meanwhile, it is efficient for us to come up with or optimize all-round selling solution plans through browsing successful foreign cases about luxury brands and solving the problems from multi-perspectives. At the end of dissertation, we will summarize the whole essay, predict the future of this area and give some reasonable advises.

Key Words：Luxury; Marketing strategy; behavior of consumers;

目 录

第1章 绪论 1

1.1研究背景及意义 1

1.2国内外研究综述 1

1.3研究内容与方法 2

第2章 服饰类奢侈品概述 4

2.1服饰类奢侈品界定 5

2.2服饰类奢侈品的价值 7

2.3国内服饰类奢侈品市场现状 7

第3章 国内服饰类奢侈品消费者心理分析 10

3.1炫耀性消费心理 10

3.2盲目跟风，从众性消费心理 10

3.3浮躁消费心理 11

3.4追求个性的消费心理 11

3.5 奢侈品消费者的消费动机 11

第4章 国内服饰类奢侈品消费者购买行为分析 13

4.1 国内服饰类奢侈品消费行为的基础 13

4.2 国内服饰类奢侈品消费者消费行为的表现 13

第5章 中国服饰类奢侈品牌营销建议 15

5.1品牌策略 15

5.2产品策略 15

5.3价格及促销策略 16

结束语 18

参考文献 19

致谢 20

第1章 绪论

1.1研究背景及意义

1.1.1研究背景

近些年来，随着中国经济的高速发展，国内居民收入水平有了大幅度的增长，中国富裕阶层迅速崛起，购买力随之大幅度提高，中国正在逐步成为奢侈品消费的主力军，根据中华人民共和国商务部发布的相关数据显示，全球奢侈品消费的15%左右来自于中国的消费者，并且在本土奢侈品消费占比正在逐年攀升，导致许多奢侈品巨头对中国市场蠢蠢欲动，希望在中国奢侈品市场上分到一杯羹。2015年中国已成为全球第二大奢侈品消费市场，预计在2018年，中国会成为奢侈品消费第一大国，中国已经成为最具潜力的奢侈品消费大国。[^[1]]

欧美等西方国家对于奢侈品市场消费者的研究起步较早，各界学者专家都从不同的角度分析过奢侈品消费者的消费行为，提出了许多有价值的研究成果。国内目前对于奢侈品消费者行为的研究起步较晚，并且在某些方面还有待更进一步的研究。中国奢侈品市场有别于西方国家，更多体现在文化影响方面，许多中国消费者购买奢侈品的消费心理不能简单套用西方研究成果。