Research on the Influence of Culture on Luxury Consumption——

发布时间：2024-02-15 05:47

　　中国奢侈品市场的蓬勃发展,本论文以此为背景开始研究。本论文以奢侈品认知及消费行为的文化为研究主题,对中国和意大利消费者的调查数据进行了对比分析,以此揭示中国奢侈品消费者的独特性并据此为奢侈品牌公司提出意见。首先,调研显示中国奢侈消费者的平均年龄相对较低,主要在30岁以下,即使其年收入低于意大利消费者,其年度奢侈品预算仍然大于意大利消费者,30岁以下的中国年轻消费者彰示的个人主义程度高于年长者(40岁以上)。中国年轻消费者个人主义倾向较高,值得奢侈品品牌依据这一特征来改进其中国市场的营销策略。其次,调研显示问卷的中国消费者的民族主义及爱国主义的程度相当高,建议那些希望在华取得一席之地的外国奢侈品品牌需入乡随俗,采用本土化的策略:本土化不但要表现在产品上,沟通内容和媒体选择也非常重要。第三,调研还显示,随着中国科技的发展,微信、微博、小红书等社交平台的普及,奢侈品品牌只有走向数字化,利用好互联网的优势,才能更顺利地获得更多潜在消费者的青睐。在数字化营销方面,意见领袖(KOL)是中国线上营销传播策略的核心,他们运营的自媒体平台拥有数额庞大的粉丝量,从而使品牌曝光量明显地提升。与这些KOL合作...

【文章页数】：130 页

【学位级别】：硕士

【文章目录】：
AKNOWLEDGEMENTS
ABSTRACT
摘要
CHAPTER ONE-INTRODUCTION
    1.1 Research Background
    1.2 Problem Discussion
    1.3 Objective of the Study and Expected Results
    1.4 Research Approaches and Methods
    1.5 Theoretic value
    1.6 Practical implication
CHAPTER TWO-THEORETICAL BACKGROUND AND LITERATUREREVIEW
    2.1 Influence of Culture on Luxury Perception
        2.1.1 Chinese culture
        2.1.2 Hofstede’s Cultural Dimensions Theory
        2.1.3 Collectivism and Individualism
        2.1.4 Political Ideology
        2.1.5 Materialism
    2.2 Luxury
    2.3 Meanings Given to Luxury Goods
        2.3.1 Motivation for Luxury Consumption
        2.3.2 Perceived Brand Value
        2.3.3 Country-of-origin Effect
    2.4 Luxury Spending in China and Italy
        2.4.1 Development of Luxury Consumption in China
        2.4.2 Current situation
            a. China
            b. Italy
        2.4.3 Age of Luxury Consumers
        2.4.4 Channels and Sales
        2.4.5 Daigou
        2.4.6 Counterfeiting and its Influence on the Luxury Spending
    2.5 Social Media in the Luxury Environment
        2.5.1 Digitalization of Luxury
            a. We Chat
            b. RED
            c. Weibo
            d. Douyin
            e. Instagram
        2.5.2 KOLs and“Star worship culture”
    2.6 Hypothesis Development
CHAPTER THREE: METHODOLOGY
    3.1 Research Approach
    3.2 Questionnaire Design
        3.2.1 Collectivism vs Individualism
        3.2.2 Nationlaism and Patriotism
        3.2.3 Factors influencing luxury perception and purchasing bevavior
CHAPTER FOUR: SURVEY ANALYSIS AND RESULTS
    4.1 Questionnaire results
    4.2 Comparison of Luxury Marketing Campaigns Between China and Italy
        4.2.1 Standardization vs Adaptation
        4.2.2 Successful vs Unsuccessful Examples of Italian Luxury Brands inChina
    4.3 Suggestions about Marketing Communication
CHAPTER FIVE: CONCLUSIONS
    5.1 Summary
    5.2 Limitations and Further Research
APPENDICIES
    Appendix 1 Overall Research Framework
    Appendix 2 List of Variables
    Appendix 3 Questionnaire Design
    Appendix 4 Questionnaire Results: Graphs and Tables
BIBLIOGRAPHIC REFERENCES



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