皮革奢侈品消费行为解析及行业发展探究

Cultural Analysis and Development Exploration on the Chinese Leather Luxury Goods

我国是皮革生产大国和消费大国,但并不是皮革奢侈品强国。本文从皮革与奢侈品的概念关联入手,对比分析中西方文化揭示出中国奢侈品消费者消费行为的典型特征。在此基础上,通过调查数据分析了不同消费者人群的购买行为与途径、理念与动机等,发现了中国皮革奢侈品行业存在的问题,初步提出发展中国皮革奢侈品行业的关键点在于"转变消费者观念"与"本土奢侈品品牌建设"。

Our country has always been a big country in production and consumption, but it is not a powerful country in leather luxury＂ goods industry. The typical consuming behavior characteristics of Chinese luxury goods consumer were revealed through the contrast analysis of Chinese and western culture, from taking the relevance of the concept of leather and luxury goods as a starting point. Subsequently the different consumers＇ buying behavior, ideas and motivation were analyzed on the basis of the obtained survey data, and then the existing problems of leather luxury goods industry were found. Finally, this paper puts forward the key points such as changing the thought of consumers and Native luxury brand construction for developing Chinese leather luxury marketing.