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中国“90后”人群正逐渐成为奢侈品市场的新兴消费群体。以跨文化理论为视角,结合定性定量研究方法,对“90后”人群的奢侈品消费动机进行了实证研究,得出该人群奢侈品消费的四维动机模型,即面子、自我享乐、追求品质、从众。研究结果显示,中国“90后”人群的奢侈品消费行为同时受到中西方文化价值观的影响;比起西方文化价值观,中国传统文化价值观对中国90后人群的奢侈品消费行为影响更显著。针对上述研究结论 ,提出了针对“90后”消费群体的营销策略,如采取“溢价策略”强调品牌的高端定位,对产品品质精益求精,进一步开发产品的独特属性等方法。
China “90 ” crowd is gradually emerging consumer groups in the luxury market. From the perspective of intercultural theory, combined with qualitative and quantitative research methods, this paper empirically studies the luxury consumption motivation of the post-90s crowd and draws the four-dimensional motivation model of the luxury consumption of the crowd, namely face-saving, self-enjoyment and pursuit Quality, follow. The results show that luxury consumption behavior in China’s “90s” groups is influenced by both Chinese and Western cultural values. Compared with Western cultural values, traditional Chinese cultural values have a more significant impact on luxury consumption behavior in China’s post-90s. According to the conclusion of the above research, this paper puts forward some marketing strategies aimed at post-90 consumer groups, such as adopting “premium strategy” to emphasize brand’s high-end positioning, improving product quality and further developing product’s unique attributes.