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在国际上,奢侈品被定义为“一种超越人们生存发展需要范围的,具有独特、稀缺、珍奇等特点的消费品”。与国外数百年的奢侈品历史相比,奢侈品在中国发展还只有短暂的20多年。其间,中国奢侈品产业经历了“从高级到奢侈”、“从品牌到品质”、“从商品到生活方式”的3次飞跃。虽然市场环境日益成熟,消费力日益庞大,但总体来说尚属一个开端。对于国际奢侈品品牌来说,中国市场的复杂性远远超出了他们的想象,中国的消费者所表现出的,亦是与西方消费者不同的特征和倾向。而对于中国本土奢侈品市场来说,如何从奢侈品消费大国向打造本土知名奢侈品牌这一方向迈进,则是产业升级的必然选择。
Internationally, luxury goods are defined as “a kind of consumer goods that is unique, scarce, exotic and so on, which transcends the scope of people’s survival and development.” Compared with hundreds of years of luxury history abroad, the development of luxury goods in China only a short period of more than 20 years. In the meantime, the Chinese luxury goods industry has undergone 3 leaps of “from luxury to luxury”, “from brand to quality”, and “from product to lifestyle”. Although the market environment is increasingly mature and spending power is increasingly huge, it is still a start. For the international luxury brands, the complexity of the Chinese market is far beyond their imagination, and Chinese consumers show different characteristics and tendencies than Western consumers. For the Chinese domestic luxury market, how to move from a luxury consumer country to a local famous luxury brand in this direction is the inevitable choice for industrial upgrading.