炫耀性商品的阶段演变及启示

《世界奢侈品协会2011官方报告蓝皮书》的调查表明，中国已然成为了世界第二大奢侈品消费国；境外奢侈品消费排名第一。凡勃伦商品正以前所未见的速度贴近我们的生活，成为众多学者研究当代中国的重要社会课题。相对于普通产品，炫耀性商品的生产成本更大，所涉及的产业也更多，它的变化对于中国经济影响更为显著。若是能掌握其发展规律，了解其演变原因，则能更好地服务中国经济。
本文的主要观点是：第一，一个国家的炫耀性商品发展与其经济水平、消费水平以及产业结构息息相关。第二，凡勃伦商品在我国演变的主要特征为周期性短、走向极致以及阶层渗透。第三，其演变的原因主要有经济因素、政策法规因素和科技进步。第四，政府应合理规划炫耀性商品相关产业的发展，并提倡绿色消费观念与加快建设节约型社会。　
关键词：炫耀性商品；奢侈品；炫耀性消费；绿色消费
Stage of evolution and enlightenment of conspicuous goods
Abstract: "2011 World Luxury Association official report of the Blue Book" survey shows that China has become the world's second largest consumer of luxury goods; foreign luxury consumption ranked first. Veblen goods at an unprecedented rate in our lives, as many scholars of contemporary Chinese social issues. Relative to the generic product, the cost of production of conspicuous goods is also more involved in the industry, it changes for Chinese economic impact more significant. If they could master the law of its development, to understand the evolution of reason, to better serve the Chinese economy.
The main point of this paper are: First, the development of their economic level of a country show off the goods, the level of consumption, as well as closely related to the industrial structure. Second, the main features of the evolution of Veblen goods in China for periodic short, to the extreme and strata penetration. Third, the reasons for its evolution the main economic factors, factors and technological advancement of the policies and regulations. Fourth, the Government should be the development of rational planning to show off goods 
industry, and to promote the concept of green consumption and accelerate the construction of a conservation-oriented society.

Key words: conspicuous goods；luxury goods；conspicuous consumption；green consumption

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