中国奢侈品进入国外市场的障碍与对策

奢侈品具有稀缺、高价和超出一般物质无形价值符号的特性,并蕴含文化、精神、品位、生活追求和地位彰显等意义.通过对中国奢侈品的定义、特征及分类进行分析,探讨其进入国外市场的影响因素与主要障碍,为中国奢侈品企业进入国际市场发展提出相应对策.

Obstacles and Countermeasures Analysis on Chinese Luxury Products into Foreign Markets

Luxury product exists as intangible and valuable symbol with its scarce,expensive and beyond normal physical property feature,and it contains the significance of culture,spirit,quality life and social status.This paper analyzes the definition,the features and the classification of Chinese luxury product,then goes further to do research on influencing factors and the main obstacles for Chinese luxury products to enter international markets.Finally,countermeasures and suggestions are proposed for Chinese luxury enterprises to enter foreign markets.