The Study Of Motives And Behaviors Of The Luxury Products Consumption Based On The Cultural Values

With the development of China economy and the globalization of world economy, China has been taking part in the world market more than before, and the consumer of China has changed their behavior and habits. Especially, the luxury products consumption has surged up, China becoming the 3rd largest luxury products consumption country in the world. With so much consumption and extensive market, many corporate have positioned their target to China, so the study of China luxury products consumption becomes necessary.Study of luxury products consumption has started from late of 19 century, beginning with < The Theory of the Leisure Class> of Vblen. After that, different fields have begun studying this, from economics to psychology. Sciences of management and marketing have also studied this field in a different way. Based upon the management of operation and marketing, they pay attention to the motives and styles of the luxury products consumption, stressed how to manage these costumers.Based upon previous studies, this thesis furthers the study of influence of Cultural Values on motives of the luxury products consumption. Beginning with the study of motives of the luxury products consumption, this thesis discusses the influences of different Cultural Values of west and east.The conclusion is that under the influences of different Cultural Values, Chinese consumers' mixed motives and the styles are same generally and with unique style f the luxury products consumption. And upon the analysis of Cultural Values and motives, this thesis gives some practical suggestions on marketing. Because of lack of enough data, this thesis doesn't give quantitative analysis and doesn't study the influence of motives on the styles of consumption without Cultural Values and the influence of Cultural Values on the styles of consumption without the other one. This is going to be next subject of the study of luxury products consumption.