The study on psychology of Chinese luxury consumer and effective guidance

摘要

Over the past decade, with more and more famous international brands entering into Chinese market one after another, the luxury market of china has developed a lot, and china is becoming one of major markets gradually. While, Chinese consumers differ from foreign consumers with luxury goods. There are some irrational behaviors to certain degree, such as, young consumption group, immature consumption structure, unknowing about the luxury brands and so on. Though the basis of comprehensive analysis on features of Chinese luxury consumption, it is concluded that only through the effective guidance of public opinion and the corresponding improve policies of fiscal and monetary, can Chinese consumption of luxury go to the right track.