Study On Influencing Factors Of Luxury Consumption For Jinan Market As An Example

More and more luxury goods into the Chinese, luxury goods became more popular in China. From 2006 to 2013,luxury consumption is increasing year by year, luxury goods industry is not affected by the economic crisis.But, the luxury first appeared slowed growth in 2014,which is directly affects the growth of the global luxury goods.This phenomenon also affects the company’s strategy in China’s luxury goods.This phenomenon also affects the company’s strategy in China. The reason for this phenomenon: In China, the luxury market has become increasingly saturated tier cities, and 14 years affected by the policy of the Chinese government anti-corruption, slowing the growth of luxury consumption. Luxury goods company in order to make the luxury consumption in China continued to grow, adopted a series of policies, while second and third tier cities has become a major focus of luxury goods companies compete.As the capital city of Jinan City, Shandong Province, the economic and political center, second and third tier cities in China are also typical of the city, from 2008 to gradually favored by the luxury goods company, and gradually into the Jinan City.Factors of enhance the consumption of luxury goods, luxury consumption must be studyed analysis, for in-depth study of factors affecting the luxury market in Jinan, Shandong local feature that has consumer groups, it is very necessary.Although domestic consumption of luxury goods research has gradually matured, but for the consumer in the luxury tier cities, especially the study of factors is still significantly less. In this paper, the main consumer of luxury goods market in Jinan, Shandong, objects investigation and analysis, to explore the factors affecting consumer of luxury goods, luxury goods market trying to find general rules of consumer behavior, characteristics and trends through.First, it can improve the consumption of luxury goods factors analysis research system; second, the study of other provinces have reference; third, for the guidance of the luxury business marketing practice has a greater value.Thesis luxury consumption as a starting point, Thesis luxury consumption as a starting point, the selected luxury brands consumer survey sample as consumers come from Jinan City, Shandong Province.In China’s luxury consumer behavior theory, behavioral decision theory as the theoretical basis to analyze the influence of factors of luxury consumption.Through literature research, interviews and expert consultation with law.The initial establishment of Jinan City, Shandong Province luxury consumption factors model, using research and questionnaires, from factors consumer shopping habits, characteristics, cultural, economic and other design a questionnaire, conducted a survey of consumers, the model revision, testing, obtain the characteristics of Jinan City, Shandong Province luxury factors, combined with the current situation in Jinan City, Shandong Province luxury department store management, further suggestions for luxury goods company’s business strategy.