中国消费者奢侈品消费特征及其营销特点研究

近年来,奢侈品在中国市场上开始活跃。但是中国市场对奢侈品的认识呈现出明显的中国特征。因此,文章首先对奢侈品的定义及特点进行深入剖析,以此为立足点来分析在市场上奢侈品的消费者购买特点,然后进一步探讨了企业应如何构建奢侈品消费的营销策略。

Characteristics of Luxury Consumers in China Marketing Strategy

In recent years,luxury goods became active in the Chinese market.However,knowledge of the Chinese market for luxury goods in China show a clear feature.Therefore,the article first definition of luxury and features in-depth analysis,to analyze this as a foothold in the market,motivated consumers to buy luxury goods,and described the motivation for consumers to buy luxury goods,and enterprises should be further discussed how to build a marketing strategy of luxury consumption.