摘要
目前,奢侈品的相关研究正成为学术界及营销领域的一个重要课题。本文通过回顾多年来的相关研究,从奢侈品的概念、消费群体、消费动机以及奢侈品品牌等方面对现有研究展开了评述,并探讨了该领域未来的研究方向。
Research on luxury has become an important topic in the academic circle and the marketing field. This paper firstly reviews related researches of these years. And then it comments on the existing researches through many aspects, such as the concept, consumer groups, the motivation of the consumption and the researches on the luxury brand. Finally, it probes into the future research direction of luxury.
出处
《未来与发展》
2012年第8期21-24,共4页
Future and Development
基金
国家自然科学基金青年科学基金项目:基于消费者感知心里的本土品牌购买意愿研究(编号:70902047)
教育部人文科学研究项目:基于城市与农村群体消费行为对比分析的农村市场拓展对策研究--以浙江省为例(编号:09YJC630051)
关键词
奢侈品
奢侈品牌
消费群体
购买动机
luxury
luxury brand
consumer groups
motivation of consumption
