中国奢侈品皮具消费现状及消费需求变化研究

Consumption Status of Luxury Leather Goods and Changes of Consumption Demand in China

奢侈品皮具是我国皮革产业体系中的重要一环。文章针对当前我国奢侈品皮具消费现状进行分析,认为我国的奢侈品皮具产品类型集中在包、鞋、家具等方向,总结了当前我国消费者在奢侈品皮具消费方面的心理特征,包括发展型悦己需求显著、品牌偏好需求依然明显、交际需求逐渐显现、猎奇需求逐渐变少等;以此分析为基础提出部分奢侈品皮具产品的发展思路。

Luxury leather goods is an important part of leather industry system in our country.This paper analyzed the current consumption status of luxury leather goods in China,thought that the types of luxury leather goods in China were concentrated in the direction of bags,shoes,furniture,and so on.The psychological characteristics of Chinese consumers in the consumption of luxury leather goods at present were summarized,including the significant demand for development oriented self satisfaction,the demand for brand preference was still obvious,the demand for communication was gradually emerging,and the demand for novelty was gradually decreasing.Based on these analyses,the development ideas of luxury leather goods were put forward.