基于消费动机中国的奢侈消费影响经济的理论分析The Effects of China’s Luxury Consumption on Economy—Based on the Analysis of Consumer Motivation Theory
摘要
世界奢侈品组织2009年纪录显示，中国已成为世界第三大奢侈品消费国，仅落后于日本和美国。另外，一项预测研究表明，中国有望在2015年成为世界第二大奢侈品消费国。但是，中国仍然为发展中国家，人均消费水平排世界137位,与发达国家差距甚远。对此，人们对我国的奢侈品消费以及落后的生产力水平之间的协调问题产生疑问。因此，为深入了解奢侈品消费的现状以及探索出建立中国成熟奢侈品市场的有效途径，作者展开了关于奢侈品消费的研究。不同于以往以品牌建立或营销策略为主要内容的研究，作者主要致力于以动机为导向的消费行为的分析。本文首先阐明了奢侈品的概念,分析中国奢侈品市场的现状以及列举出中国奢侈品消费者的特点；除此之外，本文以目前存在的经典消费动机理论为依据，提出，奢侈品消费者不能在正确的消费动机驱使下进行奢侈品消费，因此树立合理的消费动机是建立成熟的奢侈品市场的关键。最后，通过分析奢侈品消费的积极与消极作用，作者提出建立合理奢侈品消费的有效举措，并得出结论，奢侈品消费将刺激我国经济的增长，同时，中国将成为奢侈品消费的一个有潜力的市场。
关键词： 奢侈品消费；消费行为理论；经济影响；消费动机；可行建议
Abstract
According to the World Luxury Association Report in 2009, China has become the third largest consumer of luxury sales among the world, which is only inferior to Japan and USA. And a further research stated that our country was hoping to absorb the second largest consumption of luxury goods in 2015. However, China is still a developing country with the average income standard ranking 137 in the world, and the economy situation is far away from a developed country. Therefore, people are confused about the coordination of the excessive luxury consumption and backward economy. In order to understand the luxury consumption comprehensively and find out the effective way to establish mature luxury market, a study will be carried out about the luxury consumption. Instead of studying the brand establishment or sales strategies, this paper focuses on the analysis of motivation—oriented consumer behavior. This paper presents the definition of luxury goods,多余 analyzes China’s luxury market and illustrates the characteristics of Chinese luxury consumers. Besides that, a detail illustration of 多余different consumer motivation theories will be presented to suggest that luxury consumer can not apply proper motivation in luxury consumption and therefore reasonable luxury consumption should be encouraged to build a mature luxuy market. Finally, after careful analyzing the positive and negative effect of luxury consumption,多余 the author puts forward a list of suggestions in establishing proper motivation and concluds that the large luxury consumption is a stimulation of our country’s economy, and our country will be a promising market of luxury goods in the future.
Key Words: Luxury consumption; Consumer Behavior Theory; consumer motivation; economic effect;feasible suggestions
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