基于区域视角我国奢侈品高价定价缘由研究

A Study of Reasons for High Pricing of Luxury Goods in China Based on the Perspective of Region

奢侈品在国内越来越普遍,购买与使用奢侈品不只是高收入群体和富人阶层的特权,中低收入群体也会出于不同的原因适时购买。从区域视角而言,奢侈品在我国国内的定价远高于许多其他国家。基于此,分别从人口因素、心理因素、行为因素、经济因素及其他因素(包括运营模式和战略定位)方面进行深入剖析,以期为相关学者的理论研究提供一定的参考。

Luxury goods are becoming more and more popular in China,and the purchase and use of luxury goods are not only the privileges of the high-income groups and the rich,but also of the middle and low-income groups for some reasons.From a regional perspective,the price of luxury goods in China is much higher than that in many other countries.Therefore,this paper makes an in-depth analysis of luxury goods for high pricing in China by demographic factors,psychological factors,behavioral factors,economic factors and other factors including operation mode and strategic positioning,with a view to providing some reference for relevant scholars’ theoretical research.