Study On Jewelry Consumption Structure Of Chinese Female Citizen

As the rapid development of China's economy, with the continuous increase of the urban residents and the increasingly mature consumers, the number of luxury consumers will expand substantially. Currently, mainland China has been the third largest country of luxury consumption. In the past two years, annual growth rate of the consumption of luxury goods is 20%. It is expected that from 2008 to 2015, the rate will be approximately 10%. In 2015, the mainland China will replace the United States, be the second largest country of luxury consumption, and the annual sales will be 11.5 billion US dollars, occupying the 29% of the worldwide total consumption quantum.Jewelry consumption is one of the luxury consumption and the potential market develops fast. With the reform and opening up, jewelry market in China developed well during over three decades. Now it has drawn the international attention. The consumption of platinum, gold, jade and diamond becomes rank highly in the world market. With the ideological emancipation and economic recovery, the consumption of jewelry becomes essential goods of more families. At the same time the prosperity of the market supplies various designs. With the development of society and gradual improvement of the living standard, the structure of urban women jewelry consumption has changed dramatically. Therefore, research on the structure of urban women jewelry consumption is of great significance.The structure of urban women jewelry consumption is analyzed in this paper by using the utility function in economics, the methods of statistical analysis and positive analysis. First, brief historic review of China's jewelry industry is introduced. Then, the analysis is carried out in the aspects of product design, variety, and quality and price structure.On the basis of the comparative analysis on age, social role, region and purchase motivation, the structure of urban women jewelry consumption is influenced by factors as consumer preferences, income levels, prices, external effectiveness related to the jewelry consumption, value maintaining psychology and female consumer psychology. Additionally, from the view of domestic jewelry firms, counter measures of improving the urban women jewelry consumption is proposed from three aspects: consumer choice locating, market segmenting and the diversity of business operating. There is no academic research on the jewelry consumption, although several jewelry firms did some research relating to the development of the industry and the firms, and some in the marketing. It is of theoretical significance to study the jewelry consumption structure of Chinese female citizen and tending to achieve the innovation in the academic prospective.