奢侈品牌的人格化描述

The Anthropopathic Description to the Luxury Brands

研究表明，奢侈品消费出现在人们的基本功能性诉求被满足以后，人们会倾向于追求消费的象征性价值，为品牌赋予人格化的特征。本文建立在深度访谈的基础上，试图以拟人化方式描述西方奢侈品品牌在中国富人心中的形象。所涉及的品牌有四种时尚奢侈品牌：路易威登（LouisVuitton），香奈儿（Chanel），迪奥（Dior），阿玛尼（Armani）；以及五种奢侈汽车品牌：劳斯莱斯（Rolls-Royce），法拉利（Ferrari），宝马（BMW），奔驰（Mercedes-Benz），雷克萨斯（Lexus）。

Luxury consumption appears after one＇s basic functional needs are satisfied, thus people tend to pursue the symbolic value of luxuries and anthropomorphize the brands. Based upon depth interviews, this paper is trying to describe the famous luxury brands image in an anthoropapatic way, or to say it briefly, represent a brand as a person, which vividly shows how the Chinese rich see these brands. The involved brands are Louis Vuitton, Chanel, Dior, Annani, Rolls-Royce, Ferrari, BMW, Mercedes-Benz, and Lexus.