奢侈品品牌效应与中国奢侈品消费群体行为研究

发布时间：2018-04-05 15:26

本文选题：奢侈品品牌　切入点：品牌效应　出处：《南京大学》2014年硕士论文

【摘要】：近年来,中国经济发展迅速,人民的生活水平和消费水平有了显著的提高,与此同时,中国成为了全球奢侈品消费规模最大和增长最快的国家之一,据统计,截止2013年底,中国已经超越日本等国家成为全球第一大奢侈品消费国。各大国际知名奢侈品品牌纷纷进入中国,试图抢占中国奢侈品消费市场这块大蛋糕。然而,长久以来,尽管已经在中国开设了大量包括旗舰店在内的品牌专卖店,这些国际奢侈品品牌一直面临墙内开花墙外香的问题,中国消费者往往会舍近求远,选择到奢侈品品牌的原产地进行购买。同时,中国本土的奢侈品产业也始终未能找准自己的定位,没能在中国奢侈品消费市场中占据有利的地位。本文关注奢侈品品牌的国际市场营销问题以及中国本土奢侈品产业发展情况,主要探讨以下问题：为什么各大奢侈品品牌所开设的旗舰店会面临“墙内开花墙外香”的局面?为什么中国消费者会有如此之高的奢侈品购买热情?为什么来自包括中国在内的世界各国的消费者在本国已有奢侈品旗舰店的情况下,仍舍近求远来到奢侈品的原产地的旗舰店选购奢侈品?中国的奢侈品行业应当如何展开国际营销,打造属于自己的奢侈品品牌?经过市场调查和理论研究,本文认为,国际奢侈品品牌的形成都经历了“从奢侈品到奢侈品品牌”和“从奢侈品品牌到品牌化”两个过程,正是由于这两个过程使得奢侈品品牌产生了品牌效应,在对消费者选择奢侈品购买地时发挥了主导性的作用。在得出一般性结论后,本文进一步将中国奢侈品消费者群体分为四类,分别归纳出了群体特征,并由此发现了中国消费者购买奢侈品的三个动机,分别是可支配收入的增加、“面子”产生的心理动机和奢侈品营销产生的催化作用,随后总结出了原产地效应在中国消费者行为中的四个具体体现：价格因素、产品与购物环境的多样性、服务体验以及象征意义。最后,针对中国本土奢侈品产业的现状,首先分析了中国发展本土奢侈品产业的必要性,然后从断裂的中国奢华之风、飘摇的高雅消费群体、残缺的奢侈品牌基因和太短的奢侈品牌历史等四个角度来论证中国没能产生本土奢侈品品牌的原因,最终根据上述分析,为中国打造本土奢侈品品牌、真正实现中国本土奢侈品产业的“中国梦”提供了建设性的意见。
[Abstract]:In recent years, China's economy has developed rapidly, the people's living standards and consumption levels have improved significantly. At the same time, China has become one of the largest and fastest-growing countries in the world for luxury goods consumption. According to statistics, by the end of 2013,China has overtaken Japan and other countries to become the world's largest consumer of luxury goods.Major international luxury brands have entered China in an attempt to seize the Chinese luxury market.However, despite the large number of brand stores in China, including flagship stores, these international luxury brands have long been faced with the problem of blooming in the walls, and Chinese consumers are often eager to stay close to each other.Choose the country of origin of the luxury brand to purchase.At the same time, China's local luxury industry has never been able to find its own position, in China's luxury consumer market has not been able to occupy a favorable position.This paper focuses on the international marketing of luxury brands and the development of local luxury goods industry in China. It mainly discusses the following questions: why the flagship stores of major luxury brands are facing the situation of "blossoming inside the walls and fragrance outside the walls"?Why are Chinese consumers so enthusiastic about buying luxury goods?Why do consumers from all over the world, including China, choose to buy luxury goods when they already have flagship stores in their own countries?How should China's luxury goods industry launch international marketing to create its own luxury brand?Through market research and theoretical research, this paper holds that the formation of international luxury brands has experienced two processes: "from luxury to luxury brands" and "from luxury brands to brands".It is because of these two processes that luxury brands produce brand effects and play a leading role in choosing luxury purchase sites for consumers.After reaching a general conclusion, this paper further divides the Chinese luxury consumers into four categories, and concludes the characteristics of the groups, and finds out the three motivations of Chinese consumers to buy luxury goods, which are the increase of disposable income.The psychological motivation of "face" and the catalytic effect of luxury goods marketing are summed up, and four specific manifestations of origin effect in Chinese consumer behavior are summarized: price factors, variety of products and shopping environment.Service experience and symbolism.Finally, in view of the current situation of China's local luxury goods industry, this paper first analyzes the necessity of developing local luxury goods industry in China, and then, from the breaking of the Chinese luxury wind, the fluttering group of elegant consumers.The incomplete genes of luxury brands and the short history of luxury brands are four angles to demonstrate the reasons for China's failure to produce local luxury brands, and finally, according to the above analysis, to create local luxury brands for China.Chinese Dream, the real realization of China's local luxury goods industry, provides constructive advice.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F126.1

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