奢侈品消费：一种地位排名的竞赛

发布时间：2018-06-14 20:02

本文选题：奢侈品消费 + 竞赛理论　；参考：《东北财经大学》2014年硕士论文

【摘要】：随着我国经济的迅速发展和居民收入水平的不断提高,越来越多的消费者开始热衷于奢侈品,中国一跃成为世界奢侈品消费大国。根据统计,在全球奢侈品市场一直低迷的2013年,中国国内奢侈品消费竟高达19458亿元,同比增长6.1%,成为全球奢侈品市场毋庸置疑的最大客户。作为一个发展中国家,中国对奢侈品的巨大消费能力让世界哗然,如此高涨的暴发性消费现状也引起了全球各领域的广泛关注。但是,与西方奢侈品市场相比,中国的奢侈品市场毕竟是一个新兴市场,发展时间较短,因此在快速发展的同时也出现了一些问题。比如过度消费现象,有数据表明世界奢侈品的消费水平是将4%左右的财富用于奢侈品消费,但在中国却普遍存在用40%左右的财富进行奢侈品消费的现象。另一个现象是炫耀性消费,即把奢侈品当成一种表现身份、地位、权力的符号。这部分消费者选择奢侈品最看重的是产品的知名度和昂贵性,对于商品所传递的文化、理念和精神却不甚关注,这种“价格决定价值”的扭曲消费心理使中国奢侈品消费者走进“越贵越买,越买越贵”的怪圈,甚至在潜移默化中形成“不求最好,但求最贵”的消费极端。如此突飞猛进的奢侈品消费态势和消费怪圈使整个社会出现浮躁、虚荣的现象,对年轻人、尤其是青少年的成长产生负面影响,不利于社会的健康发展。因此,无论是从消费者个体角度还是从社会发展的角度来看,深入研究奢侈品消费行为,引导奢侈品行业的健康发展,都具有极为重要的现实意义。学术界关于奢侈品消费的研究虽然很多,但主要是基于心理学的消费动机研究,或是基于营销学的消费行为研究,或是针对中国奢侈品消费外流现象提出对策,并没有对奢侈品过度消费现象的内生性机制给出系统解释。本文基于竞赛理论的基本原理和分析框架,重点抓住奢侈品的符号功能,将奢侈品消费与“社会地位”相联系,认为奢侈品消费其实是一场争取地位排名的竞赛,从而分析了这两者之间的关系,指出过度消费带来的负面影响。这样的分析角度一方面为奢侈品消费的研究提供了一个合理的研究视角,具有一定的前沿性和创新性；另一方面也会引起消费者对奢侈品消费行为的反思。文章首先对竞赛理论的研究对象、基本要素、一般竞赛模型的均衡分析方法进行系统阐述,指出在本文所研究的竞赛中,最终获胜者的奖酬即为更高的地位、来自人们的尊重、高圈层中所特有的机会等等,而参赛者需要付出的努力就是消费奢侈品。简而言之,人们为了获取地位、尊重,不断增加在奢侈品上的支出以赢得竞赛。在此分析的基础上,构建了消费者之间的地位竞赛模型,由浅入深,先分析最基本的两人竞赛的情形,然后再分析多人竞赛。通过均衡分析,考察了奢侈品消费量与地位奖酬、外生因素之间的关系,进而拓展分析了征收奢侈品消费税的作用。此外,文章还从福利经济学的角度分析地位竞赛可能带来的一系列负面效应：(1)对消费者个人来讲,未必达到预期效果(即提高社会地位)；(2)对社会而言,奢侈品过度消费使社会财富更加流向高端阶层,用收入分配的不均加剧了不均；(3)由于我国的奢侈品市场尚不完善,所以资金外流现象短期内会影响中国经济的发展；(4)从长远来看,会对未来社会的价值观发展和社会风气形成产生不良影响。在理论分析的基础上,文章对改善奢侈品消费现象提出了几点政策建议,其中最重要的是要引导人们转变对奢侈品的理解,真正提升自己形象的奢侈品并不是名牌汽车、豪华住宅、私人飞机,而是通过慈善活动和公益事业对社会的贡献；正确彰显自身地位的方式也不是开劳斯莱斯的车、背爱马仕的包、戴瑞士的手表,而是较高的修养、丰富的内涵等等。本文是国家自然科学基金“社会‘选秀’竞赛的机理、效果及管制问题研究”(项目批准号：70973014)的阶段性成果之一,于2014年6月入选由清华大学中国金融研究中心、《经济研究》编辑部和清华大学五道口金融学院主办的“第三届中国消费金融研讨会”,并在会上做论文报告。
[Abstract]:With the rapid development of China's economy and the continuous improvement of the income level of the residents, more and more consumers are keen on luxury goods. China has become a world luxury consumption country. According to statistics, in 2013, the domestic luxury goods consumption was up to 19458 billion yuan in the global luxury market, with a year-on-year increase of 6.1%. As a developing country, China's huge consumer capacity for luxury goods, as a developing country, has made the world uproar, and the current situation of such high explosive consumption has also aroused wide attention in all fields of the world.
However, compared with the Western luxury market, China's luxury market, after all, is a new market and has a short development time, so there are some problems at the same time. For example, the phenomenon of excessive consumption shows that the consumption level of luxury goods in the world is to use 4% left right wealth for luxury consumption, but in China it is popular. There is a phenomenon of luxury consumption by about 40% of the wealth. Another phenomenon is showy consumption, which is regarded as a symbol of identity, status, and power. The distorted consumption psychology of "price determination value" makes Chinese luxury consumers walk into the "more expensive, more expensive, more expensive" circles, and even form the extreme consumption extremes of "not seeking the best, but seeking the most expensive". The rapid development of luxury consumption and consumption circle makes the whole society fickle and vanity The negative impact on the growth of young people, especially young people, is not conducive to the healthy development of society. Therefore, it is of great practical significance to study the consumer behavior of luxury goods and guide the healthy development of the luxury goods industry, both from the perspective of individual consumers and from the perspective of social development.
There are many studies on luxury consumption in academic circles, but it is mainly based on the study of psychological consumption motivation, or based on the marketing study of consumption behavior, or the countermeasures against the phenomenon of luxury consumption in China, and does not give a systematic explanation of the endogenous mechanism of the phenomenon of excessive consumption of luxury goods. The basic principle and analysis framework, focusing on the symbolic function of luxury goods, linking luxury consumption and social status, thinks that luxury consumption is actually a competition for position ranking, and analyzes the relationship between the two and points out the negative effects of excessive consumption belt. The study of luxury consumption provides a reasonable research perspective, which has a certain frontier and innovation; on the other hand, it will also cause consumers to reflect on the consumption behavior of luxury goods.
At first, the article expounds the object of the competition theory, the basic elements, the equilibrium analysis method of the general competition model, and points out that in the competition, the award of the winner is the higher position, the respect from people, the unique opportunity in the high circle, and so on, and the effort that the competitors need to pay is to eliminate. In short, in order to gain status, respect, and continuously increase the expenditure on luxury goods to win the competition. On the basis of this analysis, the model of the status competition between consumers is built, from the shallow to the deep, the first analysis of the most basic two person competition situation, and then the analysis of the multiplayer competition. Through equilibrium analysis, inspect the luxury. The relationship between product consumption and status award, exogenous factors, and further expand the analysis of the role of the levy on luxury consumption tax. In addition, the article also analyzes a series of negative effects that the status competition may bring from the perspective of welfare economics: (1) for consumers, it is not necessary to achieve the desired effect (that is, to improve the social status); (2) to the society. As a matter of fact, the excessive consumption of luxury goods makes social wealth flow more to the high-end class, and the uneven distribution of income increases unevenly. (3) because the luxury market is not perfect in China, the phenomenon of capital outflow will affect the development of China's economy in the short term; (4) in the long run, it will develop the values and social style of the future society. It has a bad effect.
On the basis of theoretical analysis, the article puts forward some policy suggestions for the improvement of luxury consumption phenomenon, the most important of which is to guide people to change their understanding of luxury goods. The luxury goods are not brand cars, luxury houses, private aircraft, but the contribution to society through charity and public welfare. The right way to show their status is not to drive Rolls-Royce's cars, to carry hermes bags, to wear Swiss watches, but to cultivate a higher degree of accomplishment, rich connotation and so on.
This is one of the stages of the study on the mechanism, effect and control of the National Natural Science Foundation of the National Natural Science Foundation of the National Natural Science Foundation of China (project approval number: 70973014). In June 2014, the "Third China" was selected from the China Financial Research Center of Tsinghua University, the editorial department of economic research and the Wudaokou Institute of finance of Tsinghua University. Seminar on consumer finance, and make a paper report at the conference.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F723

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