Comparative Analysis Of Consumer Behavior On Luxury Goods Between Chinese And French

With the rapid development of Chinese Economic and the improvement of living standard, people's consume attitudes are different from that before the reform and opening, Chinese luxury fever appears strong effect. According to the research of Glodman Sachs and Earnst&Young, China has already become the third largest luxury goods consuming country in the world, make the contribution of nearly 20% for the total sales amount of the global luxury goods trade. Although the data widely spread on the internet might be deviated and exaggerated to some extent, the scale of luxury goods market in China is yet to be defined and further verified, it is undeniable the development trend and potentiality in Chinese consumer market of luxury goods is enormous. French have formed a kind of rational, ripe attitude on luxury goods. Such an attitude is worth learning from for some luxury goods "enthusiasts" appearing in recent years in China. Compare to Western mature market of luxury consumption, Chinese market has its distinctions.In view of this trend, deeply analysis on consumer behavior in Chinese market has been launched and Comparative analysis is applied in the consumer behavior and attitude on luxury goods in Chinese market and developed, mature market in France. Normatively analyze how European luxury brand management strategy permeates in consumer's emotion and demand, which have directive significance for creating Chinese native brands.