摘要
随着当前我国奢侈品消费人数的不断攀升及奢侈品消费金额的不断提高,中国的奢侈品消费从整体上看未富先奢的局面已经出现。其大致可分为两类:一类是传统奢侈品的消费,消费人群主要集中在超富裕阶层;另一类是新奢侈品的消费,消费人群是中产阶级和白领。从影响我国消费者奢侈品消费的主要动机来看,人际性消费是影响我国奢侈品消费的主要动机,其中符号性消费是影响我国当前奢侈品消费的首要因素。符号性消费、从众性消费与人情消费都属于非理性的消费行为,促使我国奢侈品消费呈现出一种非理性状态。因此,应大力倡导理性消费,同时也要抓住契机,加大宣传营销力度与创新,树立自己的民族奢侈品牌。
With the continuous improvement of current luxury consumption in China the number is rising as well as the a- mount of luxury consumption, luxury consumption in China is not rich extravagance of situation has occurred. It can be broadly divided into two categories ; one is the traditional luxury consumption , the consumer population is mainly concentrated in the ultra-affluent ; the other is the new luxury consumer , the consumer population is middle class and white-collar. From the con- sumers of luxury goods consumption in China＇s motivation , human consumption is the main motive of the impact of China＇s luxury consumption , which the symbolic consumption is the primary factor in China＇s current luxury consumption. Symbolic consumption, herd consumption and human consumption is a non-rational consumer behavior , and promote China＇s luxury consumption showed an irrational state. Therefore, we should vigorously advocate the rational consumption , but also to seize the opportunity to increase the promotion and marketing efforts and innovation , and establish their own national luxury brand , and better develop China＇s economic.
出处
《成都理工大学学报（社会科学版）》
2012年第2期32-35,共4页
Journal of Chengdu University of Technology:Social Sciences
关键词
奢侈品消费
符号性消费
从众性消费
人情消费
luxury consumption
symbo1ic consumption
herd consumption
human consumption
