消费文化、价值体现与发展壁垒——青年奢侈品消费情况的调查

Consumer Culture,Value Expression and Development Barriers:A Survey of Youth Luxury Goods Consumption

中国奢侈品消费者日益年轻化,奢侈品消费不仅是青年文化的表现,更是青年发展中困惑的表现。对上海青年的调查发现,青年对奢侈品的认识水平和关注度高,实际购买力较强,但是炫耀消费和从众消费特征明显,有些收入不高的青年崇尚和消费奢侈品以"提高"身份。青年奢侈品消费的合理有序对青年发展有重要的影响,应该优化青年价值体系建设,将消费同文化安全结合起来,使得青年消费者能够拥有正确的商品消费价值观和长期持久的品牌信任度。

Chinese luxury consumers are becoming younger and younger.Luxury consumption is not only a manifestation of youth culture,but also a manifestation of confusion in youth development.A survey of young people in Shanghai found that,young people have a high level of awareness and attention to luxury goods,and their actual purchasing power is relatively strong,but the characteristics of ostentatious consumption and herd consumption are obvious.Some low-income youths admire and consume luxury goods to“enhance”their status.The scientific and orderly consumption of youth luxury goods has an important impact on youth development.The construction of the youth value system should be optimized,combining consumption with cultural security.This enables young consumers to have correct product consumption values and long-lasting brand trust.