中国女性奢侈品消费行为及营销策略研究

中国经济的高速发展和人均收入水平的提高，中国的富裕人群快速涌现，正逐步成为世界奢侈品消费市场的主力军，经济的快速发展必将使中国在不久的将来成为全球重要的奢侈品市场之一。同时随着我国奢侈品行业的飞速发展，中国女性也逐渐成为奢侈品消费的助推力量。本文，笔者先对我国奢侈品行业现在发展环境和形势进行阐述，对于中国女性奢侈品消费心理和行为特征进行详细分析。最后结合问卷调查结果，对中国女性奢侈品营销提出更好更全面的营销策略分析，为更好的了解我国女性奢侈品消费行为以及奢侈品牌营运能力的提升提供了一定的线索和启示。
关键字：中国女性；奢侈品；消费行为；营销策略
 
Research on Chinese female luxury consumption behaviors and Marketing Strategy

Abstract: With the rapid development of economy and the raise level of per capita income, the affluent population emerged rapidly, China is gradually becoming the main force of the world luxury consumer market. At the same time, the rapid development of economy is bound to make China become the one of important market for luxury goods of the world in the near future .With the rapid development of China's luxury goods industry, China female has become the driving force of the luxury consumption. In this paper, the author firstly talk about the present development environment of China luxury industry and the situation described, a detailed analysis for Chinese female psychological characteristic and luxury consumption behavior. Finally, combining the results of the questionnaire survey, the analysis of better and more comprehensive marketing strategy on Chinese female luxury marketing, providing clues and some inspiration for better understanding to promote our country female luxury consumer behavior and luxury brand operation ability.

KeyWords: Chinese women; luxury; consumption behavior; marketing strategy

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