The Study On Luxury Consumption Motives And Marketing Strategy In China

With the development of the economic and the network, The luxury is getting moreand more popular in China, In the westen country there are much research to the luxuries,but most is based on western culture, in the particular luxury market of China, the researchis not suitable enough, especially in the situation that the luxury market and consumers arestill in an immature stage.Although the domestic scholars have done a lot of research, inthe main aspects of consumption motivations,it is still not comprehensive and clear.The research method of the paper is in the form of questionnaire survey to luxuryconsumers taking suzhou market as an example. I have presented three assumptions basedon the models of luxury consumption motivations, and have inspected them by practicalstudy.After the analysis of the data,we got three conclusions.First，I have verified that theconsumers have the six motivations referring in the assumptions in buyyring the luxuries,that’s conspicuous,social-contact,uniqueness,quality,self-enjoying and self-showing.Secodly, I have verified the demographic variables of gender, age, income, and professionhave the significant influence to the luxury consumption motivations, but the educationlevel didn’t show the significant influence to the motivations.Finally I have proved by thedata analysis that the motivations of luxury purchasing are related to the stimulatingfactors of price,product,place and the market-spreading.There are six chapters in my paper, Chapter One is mainly introducing the researchbackground, the meaning and the frame. Chapter Two is literature review and theory on theluxuries and motivations. Chapter Three mainly puts forward the research model and theresearch method. Chapter Four is the empirical analysis process based on dealing with the questionnaires with SPSS.Chapter Five will give the marketing-strategy advice based onthe analysis. The last chapter will mainly summarize the conclusion, the insufficiency ofthis paper, and also give the future research prospect.