奢华生活里的奢侈品——一场风花雪月的营销

Luxury Goods in Luxurious Life——A Romantic Marketing

奢侈品是一种超出人们生存与发展需要范围的、具有独特、稀缺、珍奇等特点的消费品,又称为非生活必需品。文章对我国历史上奢靡的消费现象进行了回顾,提出奢侈消费对拉动我国未来经济增长有其积极作用。随着中国经济的快速成长,奢侈品消费时代已悄悄来临。如何把握消费者的消费心理、消费行为,怎样适应中国的奢侈品消费市场,采取适合的营销对策,是一个值得我们深思的问题。

The luxury goods is a kind of consumer goods beyond people＇s existence and development scope, which is special, sparse and rare. It is called an unnecessaries in our life. This paper recalls the extravagant consumption phenomenon in the past years of China, and puts forward that the extravagant consumption has positive effects on the driving of the economic growth of China in the future. Along with the fast growth of China＇s economy,the luxury consumption ages has already silently come. How to hold the consumer＇s psychology and behavior of consumption, how to adapt the luxury consumption market in China, and how to adopt an adaptive marketing strategy has become a thought-provoking problerrL