本文選題：奢侈品消費(fèi) + 競賽理論　； 參考：《東北財經(jīng)大學(xué)》2014年碩士論文

【摘要】：隨著我國經(jīng)濟(jì)的迅速發(fā)展和居民收入水平的不斷提高,越來越多的消費(fèi)者開始熱衷于奢侈品,中國一躍成為世界奢侈品消費(fèi)大國。根據(jù)統(tǒng)計,在全球奢侈品市場一直低迷的2013年,中國國內(nèi)奢侈品消費(fèi)竟高達(dá)19458億元,同比增長6.1%,成為全球奢侈品市場毋庸置疑的最大客戶。作為一個發(fā)展中國家,中國對奢侈品的巨大消費(fèi)能力讓世界嘩然,如此高漲的暴發(fā)性消費(fèi)現(xiàn)狀也引起了全球各領(lǐng)域的廣泛關(guān)注。 但是,與西方奢侈品市場相比,中國的奢侈品市場畢竟是一個新興市場,發(fā)展時間較短,因此在快速發(fā)展的同時也出現(xiàn)了一些問題。比如過度消費(fèi)現(xiàn)象,有數(shù)據(jù)表明世界奢侈品的消費(fèi)水平是將4%左右的財富用于奢侈品消費(fèi),但在中國卻普遍存在用40%左右的財富進(jìn)行奢侈品消費(fèi)的現(xiàn)象。另一個現(xiàn)象是炫耀性消費(fèi),即把奢侈品當(dāng)成一種表現(xiàn)身份、地位、權(quán)力的符號。這部分消費(fèi)者選擇奢侈品最看重的是產(chǎn)品的知名度和昂貴性,對于商品所傳遞的文化、理念和精神卻不甚關(guān)注,這種“價格決定價值”的扭曲消費(fèi)心理使中國奢侈品消費(fèi)者走進(jìn)“越貴越買,越買越貴”的怪圈,甚至在潛移默化中形成“不求最好,但求最貴”的消費(fèi)極端。如此突飛猛進(jìn)的奢侈品消費(fèi)態(tài)勢和消費(fèi)怪圈使整個社會出現(xiàn)浮躁、虛榮的現(xiàn)象,對年輕人、尤其是青少年的成長產(chǎn)生負(fù)面影響,不利于社會的健康發(fā)展。因此,無論是從消費(fèi)者個體角度還是從社會發(fā)展的角度來看,深入研究奢侈品消費(fèi)行為,引導(dǎo)奢侈品行業(yè)的健康發(fā)展,都具有極為重要的現(xiàn)實(shí)意義。 學(xué)術(shù)界關(guān)于奢侈品消費(fèi)的研究雖然很多,但主要是基于心理學(xué)的消費(fèi)動機(jī)研究,或是基于營銷學(xué)的消費(fèi)行為研究,或是針對中國奢侈品消費(fèi)外流現(xiàn)象提出對策,并沒有對奢侈品過度消費(fèi)現(xiàn)象的內(nèi)生性機(jī)制給出系統(tǒng)解釋。本文基于競賽理論的基本原理和分析框架,重點(diǎn)抓住奢侈品的符號功能,將奢侈品消費(fèi)與“社會地位”相聯(lián)系,認(rèn)為奢侈品消費(fèi)其實(shí)是一場爭取地位排名的競賽,從而分析了這兩者之間的關(guān)系,指出過度消費(fèi)帶來的負(fù)面影響。這樣的分析角度一方面為奢侈品消費(fèi)的研究提供了一個合理的研究視角,具有一定的前沿性和創(chuàng)新性；另一方面也會引起消費(fèi)者對奢侈品消費(fèi)行為的反思。 文章首先對競賽理論的研究對象、基本要素、一般競賽模型的均衡分析方法進(jìn)行系統(tǒng)闡述,指出在本文所研究的競賽中,最終獲勝者的獎酬即為更高的地位、來自人們的尊重、高圈層中所特有的機(jī)會等等,而參賽者需要付出的努力就是消費(fèi)奢侈品。簡而言之,人們?yōu)榱双@取地位、尊重,不斷增加在奢侈品上的支出以贏得競賽。在此分析的基礎(chǔ)上,構(gòu)建了消費(fèi)者之間的地位競賽模型,由淺入深,先分析最基本的兩人競賽的情形,然后再分析多人競賽。通過均衡分析,考察了奢侈品消費(fèi)量與地位獎酬、外生因素之間的關(guān)系,進(jìn)而拓展分析了征收奢侈品消費(fèi)稅的作用。此外,文章還從福利經(jīng)濟(jì)學(xué)的角度分析地位競賽可能帶來的一系列負(fù)面效應(yīng)：(1)對消費(fèi)者個人來講,未必達(dá)到預(yù)期效果(即提高社會地位)；(2)對社會而言,奢侈品過度消費(fèi)使社會財富更加流向高端階層,用收入分配的不均加劇了不均；(3)由于我國的奢侈品市場尚不完善,所以資金外流現(xiàn)象短期內(nèi)會影響中國經(jīng)濟(jì)的發(fā)展；(4)從長遠(yuǎn)來看,會對未來社會的價值觀發(fā)展和社會風(fēng)氣形成產(chǎn)生不良影響。 在理論分析的基礎(chǔ)上,文章對改善奢侈品消費(fèi)現(xiàn)象提出了幾點(diǎn)政策建議,其中最重要的是要引導(dǎo)人們轉(zhuǎn)變對奢侈品的理解,真正提升自己形象的奢侈品并不是名牌汽車、豪華住宅、私人飛機(jī),而是通過慈善活動和公益事業(yè)對社會的貢獻(xiàn)；正確彰顯自身地位的方式也不是開勞斯萊斯的車、背愛馬仕的包、戴瑞士的手表,而是較高的修養(yǎng)、豐富的內(nèi)涵等等。 本文是國家自然科學(xué)基金“社會‘選秀’競賽的機(jī)理、效果及管制問題研究”(項(xiàng)目批準(zhǔn)號：70973014)的階段性成果之一,于2014年6月入選由清華大學(xué)中國金融研究中心、《經(jīng)濟(jì)研究》編輯部和清華大學(xué)五道口金融學(xué)院主辦的“第三屆中國消費(fèi)金融研討會”,并在會上做論文報告。
[Abstract]:With the rapid development of China's economy and the continuous improvement of the income level of the residents, more and more consumers are keen on luxury goods. China has become a world luxury consumption country. According to statistics, in 2013, the domestic luxury goods consumption was up to 19458 billion yuan in the global luxury market, with a year-on-year increase of 6.1%. As a developing country, China's huge consumer capacity for luxury goods, as a developing country, has made the world uproar, and the current situation of such high explosive consumption has also aroused wide attention in all fields of the world.
However, compared with the Western luxury market, China's luxury market, after all, is a new market and has a short development time, so there are some problems at the same time. For example, the phenomenon of excessive consumption shows that the consumption level of luxury goods in the world is to use 4% left right wealth for luxury consumption, but in China it is popular. There is a phenomenon of luxury consumption by about 40% of the wealth. Another phenomenon is showy consumption, which is regarded as a symbol of identity, status, and power. The distorted consumption psychology of "price determination value" makes Chinese luxury consumers walk into the "more expensive, more expensive, more expensive" circles, and even form the extreme consumption extremes of "not seeking the best, but seeking the most expensive". The rapid development of luxury consumption and consumption circle makes the whole society fickle and vanity The negative impact on the growth of young people, especially young people, is not conducive to the healthy development of society. Therefore, it is of great practical significance to study the consumer behavior of luxury goods and guide the healthy development of the luxury goods industry, both from the perspective of individual consumers and from the perspective of social development.
There are many studies on luxury consumption in academic circles, but it is mainly based on the study of psychological consumption motivation, or based on the marketing study of consumption behavior, or the countermeasures against the phenomenon of luxury consumption in China, and does not give a systematic explanation of the endogenous mechanism of the phenomenon of excessive consumption of luxury goods. The basic principle and analysis framework, focusing on the symbolic function of luxury goods, linking luxury consumption and social status, thinks that luxury consumption is actually a competition for position ranking, and analyzes the relationship between the two and points out the negative effects of excessive consumption belt. The study of luxury consumption provides a reasonable research perspective, which has a certain frontier and innovation; on the other hand, it will also cause consumers to reflect on the consumption behavior of luxury goods.
At first, the article expounds the object of the competition theory, the basic elements, the equilibrium analysis method of the general competition model, and points out that in the competition, the award of the winner is the higher position, the respect from people, the unique opportunity in the high circle, and so on, and the effort that the competitors need to pay is to eliminate. In short, in order to gain status, respect, and continuously increase the expenditure on luxury goods to win the competition. On the basis of this analysis, the model of the status competition between consumers is built, from the shallow to the deep, the first analysis of the most basic two person competition situation, and then the analysis of the multiplayer competition. Through equilibrium analysis, inspect the luxury. The relationship between product consumption and status award, exogenous factors, and further expand the analysis of the role of the levy on luxury consumption tax. In addition, the article also analyzes a series of negative effects that the status competition may bring from the perspective of welfare economics: (1) for consumers, it is not necessary to achieve the desired effect (that is, to improve the social status); (2) to the society. As a matter of fact, the excessive consumption of luxury goods makes social wealth flow more to the high-end class, and the uneven distribution of income increases unevenly. (3) because the luxury market is not perfect in China, the phenomenon of capital outflow will affect the development of China's economy in the short term; (4) in the long run, it will develop the values and social style of the future society. It has a bad effect.
On the basis of theoretical analysis, the article puts forward some policy suggestions for the improvement of luxury consumption phenomenon, the most important of which is to guide people to change their understanding of luxury goods. The luxury goods are not brand cars, luxury houses, private aircraft, but the contribution to society through charity and public welfare. The right way to show their status is not to drive Rolls-Royce's cars, to carry hermes bags, to wear Swiss watches, but to cultivate a higher degree of accomplishment, rich connotation and so on.
This is one of the stages of the study on the mechanism, effect and control of the National Natural Science Foundation of the National Natural Science Foundation of the National Natural Science Foundation of China (project approval number: 70973014). In June 2014, the "Third China" was selected from the China Financial Research Center of Tsinghua University, the editorial department of economic research and the Wudaokou Institute of finance of Tsinghua University. Seminar on consumer finance, and make a paper report at the conference.
【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F723

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