摘要
随着我国经济持续增长和收入水平的不断提高,商品的属性发生了变化。如今人们对
曰常消费品的需求己不再满足于基本使用功能,高档名牌化妆品、名牌服装、腕表,甚至
豪车、游艇、私人飞机这些曾经一度被认为高不可及的奢侈品,现如今已逐渐走进如今中
国人的生活。近30年来,我国经济高速发展使得人们在满足基础物质需求之后,追求更
高品质的奢侈品成为必然。今天的奢侈品可能变为明天的必需品。在一定程度上,奢侈品
变为必需品是经济水平提高和生活福利上升的表现
我国奢侈品市场的高速增长及巨大规模,一方面将吸引更多的国际奢侈品牌进驻中国,
另一方面也为中国品牌提供了成长的机遇和挑战,激烈的市场竞争会促使其汲取先进的市
场经验,以较小的成本学习到更优秀的管理方法,从而扬长避短,走向国际。当前中国人
消费的奢侈品集中度很高,以国外品牌为主,而中国自己的奢侈品牌集体缺位,奢侈品消
费严重外流
本文以中国奢侈品市场为研究背景,以奢侈品消费为直接研究对象,选择以奢侈品消
费市场存在问题和发展对策作为研究重点,综合运用营销管理理论、战略管理理论、消费
者行为学等学科知识,尝试使用归纳法、定性分析法、分类法、比较法等研究方法把奢侈
品、奢侈品品牌和奢侈品消费市场三者有机的结合在一起。并在总结奢侈品消费理论的基
础上,综合利用品牌理论和其他学科理论,从奢侈品品牌创立、发展的角度,分析了 “上
海滩”的创立、发展及成功的原因。通过对比研究,也提出了一些针对我国奢侈品消费市
场的建议和发展策略,希望对健全我国奢侈品消費市场,发展本土奢侈品牌,具有一定的
借鉴意乂
关键词:奢侈品消费市场发展战略研究
omy growth and income level rise, changed the nature
of commodity. Now people demand for daily consumer goods are no longer satisfied with
basic use function, luxury cosmetics, brand-name clothing, watches, and even luxury
cars, yachts, private jets, once believed to be not high and luxury, now has gradually
entered the Chinese life now. In the past 30 years, China's rapid economic development
makes people to meet the basic materia! needs, the pursuit of a higher quality of luxury
goods become inevitable. Today's luxury goods could become tomorrow's necessities.
To a certain extent, luxury become necessities is the economic level and life benefits
increased performance.
Rapid growth of China's luxury market and huge scale, on one hand, will attract
more international luxury brand in China, on the other hand also provide growth
opportunities and challenges for Chinese brands, fierce market competition will lead to
draw advanced experience in the market, cost less to learn management methods,
better thereby foster strengths and circumvent weaknesses, to the international. The
current Chinese luxury consumption is highly concentrated, dominated by foreign brands,
and China's luxury brand collective absence, luxury consumption and serious outflow.
This paper takes China's luxury market as the research background, to luxury
consumption as the research object, chooses the luxury consumer market problems and
Countermeasures of development as a key research subject knowledge, comprehensive
use of marketing management theory, strategic management theory, consumer behavior
theory, try to use the inductive method, qualitative analysis, classification, comparison
ii
and so on. The luxury goods, luxury brands and luxury consumer market three organic
unifies in together. And on the basis of luxury consumption theory, the comprehensive
utilization of brand theory and other disciplines theory, creation, from luxury brand
development point of view, analysis of the Shanghai Bund the establishment,
development and the reasons for success. Through the comparative study, it puts
forward some suggestions and development strategies of China's luxury market, we
hope to improve China's luxury market, develop local luxury brands, have certain
reference significance.
KEY WORDS: Luxury; Consumer market; develop; Strategic research