Middle Class Luxury Consumer Motivation Research

With China's economic continuously developed and people buying powering improving, China has become one of the most important luxury markets. The overseas luxury brands come into China and occupy the markets. In the Chinese luxury consumers, it is worth to investigate into the middle classes. They have strong desires of consumption, higher literacy and income and unique favorite styles. Meanwhile, due to their lower ages, huge quantity, they are the main luxury consumers in the Chinese market of the next several years.The purpose of the paper is to excavate the real motivation and objective by research of the luxury consumer of Chinese middle class. And it could provide the theory for the luxury marketing and a little help for Chinese local luxury brand growing.The paper will start from the reviewing of the previous literature in order to absorb and conclude the theory fruit of the former. Then we will try to get several conclusions by empirical study, which summarize the common point through the depth interview of a group of persons. And we will use SPSS software to do the data analysis, which is from the questionnaires, in order to demonstrate the conclusion. During the reviewing the previous literature, it will cover the definition of the luxury product, the situation and characteristics of the Chinese luxury market, the definition of the Chinese middle class, the motivation of the luxury consumption. At the end of the paper, it will conclude the analysis and provide the practice methods.