文化差异对消费者奢侈品购买行为的影响——以中国和英国市场为例

Culture difference's influence on consumer purchasing luxury——take China and British market as example

越来越多的企业开始参与国际化进程。而在这其中,企业为了更成功地实施全球营销策略,文化是其中一个不容忽视的关键因素。顾客的购买动机和消费行为都会因为文化环境的不同而各异。本文意在研究跨文化差异对中英消费者奢侈品消费行为的影响——中国以集体主义文化为代表,英国以个人主义文化为代表。英国近年来奢侈品消费市场正迅猛增加而中国更是成为世界最大奢侈品消费国。在前人研究的基础上,本文将着重研究文化差异对奢侈品消费行为的影响。通过比较分析,希望本文的研究能够为营销者们在一个文化多元的全球市场中提供一些建议和参考。

Increasingly companies are becoming involved in the process of internationalisation and in order to successfully implement global marketing strategies, cultural diversification is a crucial element which cannot be ignored. In terms of customer purchasing behaviour, customer motivations and behaviours tend to vary due to different cultural contexts. This study aims to look at the cross-cultural differences of luxury consumption behaviour in the UK and China since China represents a culture of collectivism and the UK, individualism. The relevance of both is large as the British luxury market has dramatically increased in recent years and the Chinese market has become the world＇s second largest in terms of luxury consumption. Building on previous research, this dissertation tries to focus on the impacts of cultural differences on the purchasing motivations of luxury goods buyers. Through comparative analysis, the paper intends to generate a series of intended to remove cultural barriers. As a result, the paper is expected to act as a reference point for marketers to consult as aid in the process of implementing multi-cultural marketing.