对奢侈品消费的心理分析与探讨.docVIP

东北财经大学津桥商学院本科毕业论文 对奢侈品消费的心理分析与探讨 作 者 刘 欣 系 别 管 理 系 专 业 市 场 营 销 年 级 2006 级 学 号 200654044 指导教师 刘 庆 元 答辩日期 成 绩 内 容 摘 要 奢侈品在全球市场的收益，得益于全球经济的发展。近年来，在我国也同样刮起了一阵奢侈品消费的风潮。截至2009年底，中国奢侈品消费总额达96亿美元，占全球市场的27.5%，这也使中国首次超过美国，成为世界第二大奢侈品国。至此，世界奢侈品消费前三名国家分别为日本、中国和美国。对于大多数人来说，奢侈品可能永远是是一个梦，正因为这样，更加激起人们追逐的欲望。奢侈品消费者有何区别于普通消费者的心理特征，我国奢侈品消费者心理有何特点，对带来的相关问题又该如何应对。 本文分为六大部分对奢侈品消费进行阐述：第一部分，从奢侈品的定义、本质特征及奢侈品具有的特点作了简要概述；第二部分，从奢侈品消费的动机、产生的原因、影响因素三方面进行说明，为下面分析消费心理做铺垫；第三部分，举例说明对奢侈品消费的影响因素，奢侈品消费者的心理特征，以及我国和国外奢侈品消费心理的区别；第四部分，说明奢侈品消费的现状和发展趋势，主要针对我国的特点进行阐述和分析；第五部分，从三个方面对奢侈品消费方面的相关问题进行探讨；第六部分，为本文结论部分。 关键词：奢侈品，消费心理，发展趋势，营销 Abstract Luxurys revenue in the global market, thanks to the global development of economy.In recent years, China also whipped up a wave of luxury consumption.At of the end of 2009, Chinas luxury goods amounted to 9.6 billion dollars, accounting for 27.5 percent of the global market, which makes China the first time surpassed the United States as the worlds second-largest country of luxury consumption.For most people, luxury probably always be a dream, precisely because of this, more people are chasing the desire to provoke.What is different between luxury Consumers and general consumers,What is the psychology of Luxury consumers in our country,And How to solve related problems? This paper is divided into six of the most elaborate luxury consumption: The first part, gave a brief overview from the concept,nuture and characteristic of the luxury; The second part, the motives of luxury goods, causes, impact factors and three aspects of description, in order to pave the way for the following analysis of consumer psychology; The third part , shows the luxry consumption factors by examples, analysis of psychological characteristics of our country’s luxury goods consumption,and the different between Chinese and the oth