Evaluation Studies Of Luxury Brands In The Level Of Social Function For China At This Stage

China’s luxury goods market has become the focus of attention ofthe world luxury industry. This paper from the status quo of China’sluxury goods, analyzes the characteristics of the Chinese luxury consumerbehavior, structure and needs, and will be summarized in four elements inthe conceptual model as four independent variables. Brand has a socialfunction and its influencing factors on the basis of the four social functionof luxury brands. Then use empirical research method to analyze the foursocial function of the independent variables on the luxury brand, which isthe dependent variable. Ultimately through careful investigation andanalysis of226samples confirmed the following hypotheses: groupcharacteristics, degree of rationality, individual needs and experiencerequirements of the luxury brand’s social function: identify function,symbolic function, dissemination function and recognition function havea positive impact. Extremely affect significantly are symbolic functionand recognition function, but it did not affect significantly the identifyfunction and dissemination function. From the negative side, thesymbolic function and recognition function are the most important socialfunction of factors that affect the status quo of China’s luxury consumermarket. While also proved that Chinese consumers of luxury goods forthe consumption of luxury goods is still in the primary stage of"conspicuous", still in a "unhealthy","irrational" and "repeatability" consumer state. In other words, the Chinese luxury consumer groups andluxury consumer market is still immature, luxury consumers are mostlyconcerned with the surface of the luxury and luxury brands.In this case, this paper tries to get China’s luxury consumers begin totruly understand the fine culture and content of some luxury and luxurybrand behind the luxury there is a new awareness, which slowly began tounderstand luxury brand has various social functions. At the same time,identify function, symbolic function, dissemination function andrecognition function for the social function of these four luxury brands,mining and evaluation, so that everyone from the starting to focus ondeep-rooted understanding of the luxury brand. In particular, attentionshould be paid to the identify function and dissemination function.Identity function and dissemination function represents the advancedstage, the understanding and perception of luxury consumer market isalso conducive to correct consumers for luxury goods on behalf of awaste of such a biased traditional concept. Be brought to the attention ofluxury can also speed up the technical improvement and innovation, alsocontribute to the overall development of society. Finally, given China’sluxury consumers consumption advisories, trying them slowly to producea healthy, rational and non-repetitive consumption trends in China’s luxury goods market. In addition, this paper for the future of China’sluxury consumers and luxury consumer market to make a better outlook.