论文总字数：25296字

摘 要

对于国民而言早, 奢侈品已不是一个陌生的词语了。但“奢侈品”实际上是个外来的概念，源自于西方“luxury”一词，从牛津、剑桥等词典对该词的解释来看，可以概括为“十分昂贵的、令人愉快的，却不是生活中所必需的”。由此可知，奢侈品一定是价格十分高昂的，能令人感到心情愉悦的，它的价值(例如艺术价值)是高出实用价值的。但并不是所有包含以上三点的物品都可以被称为“奢侈品”。奢侈品在经济学中是价值／品质关系比值最高的产品；在营销学中，则是无形价值／有形价值关系比之最高的产品。

纵观全球奢侈品消费，奢侈品快速充斥着中国市场，成为众多消费者接受和追捧对象。随着改革开放之后经济的快速发展，国民的收入快速增长，消费水平不断增高，伴随而来的是消费理念也不断的改变。在国民的观点中，奢侈品不再是挥霍无度的认知，而是社会地位，生活质量的象征。从购买必需品到购买奢侈品，国民的生活品质也不断的提高。中国目前已经成为了世界上第二大奢侈品消费国，已经超越了日本。然而在中国，奢侈品和奢侈品牌的发展确是十分缓慢的。中国企业想要参与全球市场竞争，必须结合国外的奢侈品牌成功的经验来操作本土奢侈品牌的经验,创建和发展。

本文首先通过对前人对奢侈品、奢侈品品牌、消费者行为的研究进行了回顾和总结，发现西方对于奢侈品的研究已经趋于成熟，而国内的相关研究则较少，尚处于起步阶段，虽然中国的奢侈品市场欣欣向荣，但是中国国内对奢侈品消费者行为的研究并不多。本文着重阐释和分析了EKB模型，此模型也被称为恩格尔模式，以及霍金斯消费者行为模型。其后笔者引用了国内学者所构建的消费者行为特征模型，通过对于模型的认知，分析了中国奢侈品消费者现状和中国奢侈品消费者的特征，探讨了中国目前奢侈品品牌构建存在的一些不足。此外，通过对香奈儿公司和上海滩公司的消费、产品策略、价格策略、渠道策略的分析，基于中国消费者行为以及中国奢侈品品牌发展的前景，提出了关于中国奢侈品品牌创建和发展的建议。

关键词： 中国奢侈品市场 奢侈品品牌 消费行为 消费动机

Abstract

Luxury already is not an unfamiliar word for Chinese people. But "luxury" is actually a foreign concept, derived from the word Western "luxury", from Oxford, Cambridge and other dictionary explanation of the term point of view, it can be summarized as "very expensive, and pleasant, but Life is not necessary. " From this, the price of luxury goods must be very high, people feel can feel good, it's worth (for example artistic value) is higher than the practical value. But not all the items contained more than three points can be called "luxury." Luxury is in economics value / quality relationship between the maximum ratio of the product; in marketing, and it is the intangible value / tangible relationship than the highest value products.

Throughout the global luxury goods, luxury goods quickly filled with Chinese market, as many consumers accept and sought after objects. With the rapid development of reform and opening up the economy, the rapid growth of national income, consumption levels continue to increase, accompanied by the consumption concept is also constantly changing. In the view of citizens, the extravagant luxury is no longer a perception, but a symbol of social status and quality of life. From purchase necessities to buy luxury goods, the quality of life of the nation has also been improved. China has become the world's second largest consumer of luxury goods, it has surpassed Japan. However, in China, the luxury and luxury brand development is very slow indeed. Chinese companies want to compete in the global market, must be combined with foreign luxury brands successful experience to operate domestic luxury brand experience, the creation and development.

Firstly through previous research on the luxury brands, consumer behavior were reviewed and summarized the study found that the West has matured luxury goods, and domestic research is less, it is still in its infancy Although China's luxury market thriving, but research in China for luxury goods in consumer behavior is not much. This article focuses on the interpretation and analysis of the EKB model, which is also known as Engel models, and Hawkins consumer behavior models. Then he quoted scholars consumer behavior feature model constructed by the cognitive model, analyzed the current situation of China's luxury consumers and Chinese luxury consumers the characters of the Chinese luxury brand building currently exist some drawbacks. In addition, on the beach of Chanel and consumer companies, analyze product strategy, pricing strategy, channel strategy, the Chinese consumer behavior and the prospects for the development of China-based luxury brand, made recommendations on the creation and development of China's luxury brands

Key words：Luxury brand Chinese marketing Consumer Behavior Consumer Motivation

目 录

摘 要 I

Abstract II

第一章 绪论 1

1.1 研究背景与意义 1

1.2主要研究内容及论文结构 1

第二章 文献回顾 2

2.1奢侈品的定义及其起源 2

2.2消费者行为学及其相关理论的发展 2

2.3国外相关研究 5

2.4国内相关研究 5

第三章 中国奢侈品消费者行为分析 7

3.1中国消费市场的分析 7

3.1.1中国消费品现状分析 7

3.1.2中国消费者行为差异点 8

3.2中国奢侈品消费行为特征模型 9

第四章 西方奢侈品牌市场策略分析：以香奈儿为例 12

4.1香奈儿（Chanel）背景综述 12

4.1.1公司历史及演变 12

4.1.2香奈儿在中国发展概况 12

4.2香奈儿针对中国市场的消费者行为分析 12

4.3香奈儿品牌分析 13

4.3.1产品策略 13

4.3.2价格策略 13

4.3.3渠道策略 13

第五章 中国奢侈品牌的构建与发展：以上海滩为例 14

5.1上海滩品牌分析 14

5.1.1公司历史及演变 14

5.1.2公司发展状况 14

5.2上海滩中国市场消费者行为分析 14

5.3上海滩品牌分析 15

5.3.1产品策略 15

5.3.2价格策略 15

5.3.3渠道策略 15

第六章 中国本土奢侈品品牌的构建 17

6.1中国本土奢侈品品牌现状及存在的问题 17

6.1.1中国本土奢侈品品牌现状 17

6.1.2中国本土奢侈品品牌存在的问题 17

6.2建议 18

第七章 结论及未来研究方向 20

致 谢 21

参考文献 22

第一章 绪论

1.1 研究背景与意义

奢侈品品牌是历史与文化发展的产物。奢侈品这个词从其本身看来并无贬义，购买奢侈品是一种高档消费行为。目前，它主要分布在欧美发达国家，例如法国，意大利，美国和日本。虽然近年来国民对于奢侈品的热爱日益增长，中国奢侈品消费额不断的增加，中国目前仍然处于奢侈品牌建设的初期，并没有拥有真正意义上的本土奢侈品牌，对奢侈品的研究也属于起步阶段。

人们在今天高速发展的互联网和全球化的时代，对奢侈品的态度发生了巨大的转变。首先，奢侈品不再是社会的上流少数人的专属，它在道德上获得了广泛的社会认同。其次，奢侈品牌的门槛已经开始变低，国际奢侈品牌阵营开始扩大。最后, 互联网的普及和数字通信技术的发展,扩大了客户的视野,更新了采购方法和品牌体验。在追寻个人特色的方面，很多消费者尝试着混合使用各种奢侈品品牌，不再局限于只使用一种。客观看来,这也为中国奢侈品牌的构建和发展提供了一定的外部条件。

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