摘要：中国在过去几年中已经成为全球经济实力强大的国家。随着高收入群体的成长，中国正成长为发展最快的全球奢侈品市场，中国消费者越来越成熟，开始展现自己的奢侈品购买力量。随着奢侈品和相关服务的要求越来越多样化，很多国外奢侈品公司被中国市场吸引，并呼吁进军中国市场。事实上，中国现在是世界上最大的奢侈品消费国，市场前景依然被看好，但出于某些历史原因，中国人包括中国学术界在内，对奢侈品这方面的相关研究很少。奢侈品在中国真的很新鲜。基于上述背景，以最能够代表中国市场的经济发展大都市——上海，分析了奢侈品概念、奢侈品消费行为、上海奢侈品市场形势和国外奢侈品品牌营销模式。在以下分析下这项研究列出了具有中国特色分析的奢侈品概念、特征和消费心理，“炫耀性消费”和“社会声誉”两个概念贯穿整个过程。79566

毕业论文关键词：  奢侈品品牌；奢侈品营销；消费者行为；购买意愿

Shanghai luxury Factors Affecting Consumer Purchase Intention

Abstract: China has become a world economic strength in the past few years。 With the growth of high-income groups, China is growing into the world's fastest growing global luxury goods market。 Chinese consumers are becoming more and more mature, began to show their own luxury to buy power, with the luxury and related services more and more perse requirements。 Dozens of foreign luxury goods companies are attracted to the eye, and called to enter the Chinese market。 In fact, China is now the world's largest consumer of luxury goods, the market outlook is still optimistic。 But for some historical reasons, the Chinese people, including the Chinese academia, including the luxury known。 There are few studies in this area。 The luxury goods are really new in China．Based on the above background, the most representative of the Chinese market – Shanghai, the author analyzed the luxury concept, luxury consumer behavior, Shanghai luxury market situation and marketing model of foreign luxury brands in China from a Chinese aspect。 This research lists the luxury concept, characteristics and consumer psychology of Chinese characteristics。 Under the following context, the two concepts of "conspicuous consumption" and "social reputation" run through the whole process。

Keywords:  Luxury Brand; Luxury Marketing; Consumer Behavior; Purchase Intention

目录

一、绪论4

二、相关理论概念界定5

（一）奢侈品概述5

1、奢侈品概念5

2、奢侈品特点5

3、奢侈品分类5

（二）消费者购买意愿概述6

1、购买意愿概念6

2、购买意愿理论基础6

3、购买意愿影响因素6

三、上海奢侈品消费市场现状分析8

（一）上海奢侈品消费市场概述8

（二）上海奢侈品消费者特点8

（三）奢侈品牌在中国的营销策略9

四、上海奢侈品消费者购买意愿的影响因素 11

（一）上海奢侈品消费群体11

（二）上海奢侈品消费者购买意愿的动机12

（三）上海奢侈品消费者购买意愿的心理因素12

五、上海奢侈品消费者购买意愿影响因素实证研究及分析 15

（一）上海奢侈品消费者消费状况分析15

1、上海奢侈品消费者水平状况15

2、上海消费者对奢侈品了解的主要渠道分析16

3、上海消费者购买奢侈品的时间分析17

（二）上海奢侈品消费者购买意愿影响因素分析18

1、调查问卷信度分析18

2、因子分析19