当代中国“新奢侈品”消费行为及动机研究

发布时间：2018-05-12 19:04

本文选题：新奢侈品 + 消费行为　；参考：《湖南师范大学》2014年硕士论文

【摘要】：相较于价格昂贵、令人望而却步的传统奢侈品和批量化生产、大众消费、随处可见的普通商品,“新奢侈品”是一类质量出众、功能性强、价格也能令大多数消费者接受的“补充型”商品,近年来深受消费者喜爱和追捧。中国正成为世界上重要并且快速增长的“新奢侈品”消费市场,行业内外对“新奢侈品”的关注也日益密切。本文从受众的角度出发,结合国内外权威“新奢侈品”研究文献,进一步探究了“新奢侈品”的内涵、特征、分类及其与传统奢侈品的区别,在此基础上分析了中国“新奢侈品”的本土化特点,引用官方权威数据,探析了“新奢侈品”消费行为现状、驱动力及趋势,并以消费心理学、消费行为学、体验式营销的相关理论为工具,进一步从个人层面、社会层面对当代中国“新奢侈品”的消费动机及其新变化进行了探讨。本文引入了包括星巴克咖啡、苹果电子产品在内的中国消费者最为熟知的国内外“新奢侈品”品牌作为案例分析,指出了本土“新奢侈品”品牌遇到的困境与挑战,分析了它们所面临的机遇,对我国“新奢侈品”品牌建设和营销策略具有一定的启示作用。本研究认为：当代中国“新奢侈品”消费行为是在我国经济社会不断发展、人民生活水平不断提升的背景下,在新兴消费观念、百货零售业、时尚媒体等因素的催生下产生的,其消费动机能从个人层面、社会层面予以分析。从个人层面来说,其动机表现为更加关爱自己、打造个人风格和炫耀领先地位,从社会层面来说则表现为寻求社会坐标、拓展社会交往以及参与社会财富竞赛。在体验经济时代环境下,为了获得某种特定的体验成为了“新奢侈品”消费的另一个显著动机。本研究的创新之处在于：在现有的相关研究的基础上,立足中国社会这一特定范围,对“新奢侈品”的概念、特点进行了完善和补充,分析了其重度消费群体,概括了当下“新奢侈品”消费行为的主要表现,预测了其发展趋势,并从受众视角对“新奢侈品”消费动机予以了探求。
[Abstract]:Compared with expensive, prohibitive traditional luxury goods and mass production, mass consumption, and ubiquitous common goods, "new luxury goods" are of outstanding quality and strong functionality. Prices can also make most consumers accept "complementary" goods, in recent years by consumers love and pursuit. China is becoming an important and fast growing consumer market of "new luxury goods" in the world. From the perspective of audience, this paper further explores the connotation, characteristics, classification of "new luxury goods" and its differences with traditional luxury goods, combining with the domestic and foreign authoritative "new luxury goods" research documents. On this basis, this paper analyzes the localization characteristics of "new luxury goods" in China, cites the official authoritative data, probes into the present situation, driving forces and trends of "new luxury goods" consumption behavior, and makes use of consumer psychology and consumer behavior science to analyze the consumption behavior of "new luxury goods". The related theory of experiential marketing is used as a tool to further discuss the consumption motivation and new changes of the "new luxury goods" in contemporary China from the individual level and the social level. This paper introduces the brand of "new luxury goods" which is most familiar to Chinese consumers, including Starbucks coffee and Apple electronic products, as a case study, and points out the difficulties and challenges encountered by local brand of "new luxury goods". This paper analyzes the opportunities they face and provides some enlightenment to the brand construction and marketing strategy of "new luxury goods" in China. This study holds that the consumption behavior of "new luxury goods" in contemporary China is produced under the background of the continuous development of our country's economy and society, the rising living standards of the people, and the emergence of new consumption concepts, department stores, fashion media, etc. Its consumption motivation can be analyzed from the individual level and the social level. On the personal level, its motivation is to care for itself more, to create personal style and to show off its leading position, and from the social level, to seek social coordinates, to expand social interaction and to participate in social wealth competition. In the era of experience economy, in order to obtain a certain kind of experience, it has become another significant motive of "new luxury goods" consumption. The innovation of this study lies in: on the basis of existing relevant research, based on the specific scope of Chinese society, the concept and characteristics of "new luxury goods" are perfected and supplemented, and its heavy consumption groups are analyzed. This paper summarizes the main manifestations of the current consumption behavior of "new luxury goods", forecasts its development trend, and probes into the consumption motivation of "new luxury goods" from the perspective of the audience.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.55;F723

【参考文献】