新奢侈品的细分市场及消费者行为研究

本文在文献研究、理论分析的基础上，将新奢侈品定义为外形识别度高、具有适度品牌溢价的优质消费品，并总结了新奢侈品的特点及发展趋势；识别了目标消费者群体所在的心理学、人文的细分市场，以及分析了新奢侈品的需求曲线；在上海地区调研的基础上，总结了消费新奢侈品的产品偏好、品牌偏好。

The research on market segmentation and consumer behaviorof new luxury

This paper defines new luxury as the consumer goods of good quality, with highly visible identity and moderately premium value of brand, and then concludes the features and developing trend of the new luxury. This article also clarifies the market segment of target consumer based on the psychology and demography, and analyzes the demand curve of the new luxury product. Based on the market research in the city of Shanghai, we analyze product and brand preference of new luxury.