China's "white Collar" Class Luxury Consumer Motivation Study

China is becoming the fastest-growing and important luxury consuming market. And it is revealed that white collar community is one of the major luxury consuming groups.According to sufficient detailed information, this paper introduces the present and the future of Chinese luxury market, its consuming reasons, market characteristics and consuming hierarchy. Next, with the guidance of relevant foreign articles on luxury consuming, this paper provides more academic concepts and contents for Chinese luxury research: firstly, the concept of luxury could be got on the basis of three levels of prestige brands; secondly, from the point of Social-Self and Private-Self, this paper introduces eight major luxury consuming motivations in two general consuming motivations: Social-self (Conspicuous, Snob, Bandwagon and Social) and Private -self (Quality Assurance, Self-directed Pleasure, Self-gift Giving, and Congruity with internal self) consuming motivations.On the basis of previous academic introduction, this paper analyses the concept of white collar community in China and then carries out a survey on it so as to get its luxury consuming attitude and its consuming motivations. With the help of survey and relevant statistic software, this paper narrows down specific four consuming motivations for white collar community: Quality Assurance, Self-directed Pleasure, Social and Congruity with internal self. At last, this paper introduces Aesthetic as new consuming motivation for further improvement on luxury consuming motivation and future research for marketing strategies.