关于我国奢华品消费的理性思考

Rational Thinking about Luxury Consumption in China

文章在分析我国奢华品消费现状的基础下,梳理了我国奢华品消费的主要特征表现为:消费群体多样化,消费时间集中,消费产品外显化,消费目标偏物化;基于我国奢华品消费存在的问题,提出了正确引导中国奢华品消费行为的对策建议:进行奢华品消费主题教育,引导奢华品消费理性行为,拓展奢华品消费合理渠道,完善奢华品消费服务配套等。

This paper describes the major features of Chinese luxury consumption on the basis of analysis of the cur- rencies of Chinese luxury consumption. The characteristics of our luxury consumption are the diversification of consumer groups, the cram of consumption time, the arrogant design of the consumption products, the over materialized of consump- tion object. On the light of above analysis, it provides measures to guide the luxury consumption behavior in China, such as the education of luxury consumption issues, the guidance of rational consumption behavior, the expansion of reasonable consumption channels, and the completion of service supports.