本文選題：新奢侈品 + 消費行為�。� 參考：《湖南師范大學》2014年碩士論文

【摘要】：相較于價格昂貴、令人望而卻步的傳統(tǒng)奢侈品和批量化生產(chǎn)、大眾消費、隨處可見的普通商品,“新奢侈品”是一類質(zhì)量出眾、功能性強、價格也能令大多數(shù)消費者接受的“補充型”商品,近年來深受消費者喜愛和追捧。中國正成為世界上重要并且快速增長的“新奢侈品”消費市場,行業(yè)內(nèi)外對“新奢侈品”的關(guān)注也日益密切。本文從受眾的角度出發(fā),結(jié)合國內(nèi)外權(quán)威“新奢侈品”研究文獻,進一步探究了“新奢侈品”的內(nèi)涵、特征、分類及其與傳統(tǒng)奢侈品的區(qū)別,在此基礎(chǔ)上分析了中國“新奢侈品”的本土化特點,引用官方權(quán)威數(shù)據(jù),探析了“新奢侈品”消費行為現(xiàn)狀、驅(qū)動力及趨勢,并以消費心理學、消費行為學、體驗式營銷的相關(guān)理論為工具,進一步從個人層面、社會層面對當代中國“新奢侈品”的消費動機及其新變化進行了探討。本文引入了包括星巴克咖啡、蘋果電子產(chǎn)品在內(nèi)的中國消費者最為熟知的國內(nèi)外“新奢侈品”品牌作為案例分析,指出了本土“新奢侈品”品牌遇到的困境與挑戰(zhàn),分析了它們所面臨的機遇,對我國“新奢侈品”品牌建設(shè)和營銷策略具有一定的啟示作用。本研究認為：當代中國“新奢侈品”消費行為是在我國經(jīng)濟社會不斷發(fā)展、人民生活水平不斷提升的背景下,在新興消費觀念、百貨零售業(yè)、時尚媒體等因素的催生下產(chǎn)生的,其消費動機能從個人層面、社會層面予以分析。從個人層面來說,其動機表現(xiàn)為更加關(guān)愛自己、打造個人風格和炫耀領(lǐng)先地位,從社會層面來說則表現(xiàn)為尋求社會坐標、拓展社會交往以及參與社會財富競賽。在體驗經(jīng)濟時代環(huán)境下,為了獲得某種特定的體驗成為了“新奢侈品”消費的另一個顯著動機。本研究的創(chuàng)新之處在于：在現(xiàn)有的相關(guān)研究的基礎(chǔ)上,立足中國社會這一特定范圍,對“新奢侈品”的概念、特點進行了完善和補充,分析了其重度消費群體,概括了當下“新奢侈品”消費行為的主要表現(xiàn),預(yù)測了其發(fā)展趨勢,并從受眾視角對“新奢侈品”消費動機予以了探求。
[Abstract]:Compared with expensive, prohibitive traditional luxury goods and mass production, mass consumption, and ubiquitous common goods, "new luxury goods" are of outstanding quality and strong functionality. Prices can also make most consumers accept "complementary" goods, in recent years by consumers love and pursuit. China is becoming an important and fast growing consumer market of "new luxury goods" in the world. From the perspective of audience, this paper further explores the connotation, characteristics, classification of "new luxury goods" and its differences with traditional luxury goods, combining with the domestic and foreign authoritative "new luxury goods" research documents. On this basis, this paper analyzes the localization characteristics of "new luxury goods" in China, cites the official authoritative data, probes into the present situation, driving forces and trends of "new luxury goods" consumption behavior, and makes use of consumer psychology and consumer behavior science to analyze the consumption behavior of "new luxury goods". The related theory of experiential marketing is used as a tool to further discuss the consumption motivation and new changes of the "new luxury goods" in contemporary China from the individual level and the social level. This paper introduces the brand of "new luxury goods" which is most familiar to Chinese consumers, including Starbucks coffee and Apple electronic products, as a case study, and points out the difficulties and challenges encountered by local brand of "new luxury goods". This paper analyzes the opportunities they face and provides some enlightenment to the brand construction and marketing strategy of "new luxury goods" in China. This study holds that the consumption behavior of "new luxury goods" in contemporary China is produced under the background of the continuous development of our country's economy and society, the rising living standards of the people, and the emergence of new consumption concepts, department stores, fashion media, etc. Its consumption motivation can be analyzed from the individual level and the social level. On the personal level, its motivation is to care for itself more, to create personal style and to show off its leading position, and from the social level, to seek social coordinates, to expand social interaction and to participate in social wealth competition. In the era of experience economy, in order to obtain a certain kind of experience, it has become another significant motive of "new luxury goods" consumption. The innovation of this study lies in: on the basis of existing relevant research, based on the specific scope of Chinese society, the concept and characteristics of "new luxury goods" are perfected and supplemented, and its heavy consumption groups are analyzed. This paper summarizes the main manifestations of the current consumption behavior of "new luxury goods", forecasts its development trend, and probes into the consumption motivation of "new luxury goods" from the perspective of the audience.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F713.55;F723

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本文編號：1879784