中国市场奢侈品消费模式研究--从地位寻求式消费到产品认知式消费

摘要

Luxury goods consumption is strong in China on one hand,on the other hand,traditional luxury brands are facing the difficulty of performance gliding and brand aging.The new generation Luxury goods consumers have changed their consumption model from status consumption to product cognition consumption,they pay more attention to the cost performance of product and the brand personality,which require the brand owners execute appropriate brand extension and lay emphasis on the service and inner value of luxury goods.%中国市场奢侈品一方面消费强劲，另一方面也面临着传统奢侈品业绩下滑，品牌老化的困境。新一代奢侈品消费群对奢侈品的消费从地位寻求式消费过渡到产品认知式消费，更加关注产品的性价比与品牌个性，要求品牌商适度进行品牌延伸，更加注重奢侈品的内在价值与服务。