顾客让渡价值分析：基于中国奢侈品消费者的消费心理

摘要

The article analyses the mental activity of consumers according to the demand and motive of consumption toward luxury goods in China. It explains a unique theory on customer delivery value in the luxury industry by comparing the total customer value and the total customer cost. According to the writer, for the marketing strategy of luxury goods to succeed, it must focus on consumer demand, consumer motivation and customer delivery value.%本文从消费需求和消费动机两方面对中国奢侈品消费者的消费心理进行分析，通过顾客总价值和顾客总成本解析奢侈品消费者独特的顾客让渡价值。本文认为，中国奢侈品营销策略一定要基于消费者独特的消费需求、消费动机以及顾客让渡价值。