摘要
近年来,中国内地奢侈品市场规模在奢侈品消费持续增长的背景下连续两年出现负增长,显露出需求强劲与市场萎缩共存的错位现象。在对国内奢侈品市场份额逐步萎缩思考的基础上,分析了导致奢侈品消费需求强劲但市场份额逐步缩减产生错位现象的原因。本文通过文献调研、实际走访等渠道搜集信息,分析并总结了国内奢侈品市场现状及其成因,进一步有针对性的提出解决对策,从宏观产业发展角度以及奢侈品品牌定位、设计及营销方面来着手,减小国内奢侈品供给与需求之间的差距,有利于国内奢侈品市场的良性发展。
China's domestic luxury market scale continuously declined in recent two years while Chinese consumption for luxuries increased sustainably,which infers a mismatching situation with the coexistence of strong demand and shrinking market.Through literature research,market observation and other channels to collect information,based on summarizing the current situation of domestic luxury market and its causes,this papers further put forward targeted counter measures to reduce the gap between domestic luxury supply and demand from the perspective of macro industry development as well as luxury brand positio-ning,designing and marketing,which can be propitious to the healthy development of domestic the luxury goods market.
出处
《宝石和宝石学杂志》
CAS
2017年第6期43-51,共9页
Journal of Gems & Gemmology
基金
中山大学本科教学改革与教学质量工程项目(52602603)
广州市番禺区经济贸易促进局产业研究项目(4225041)
广东省精品资源共享课程(2014)项目
山东省自然科学基金(ZR2015DM008)
关键词
奢侈品市场
错位
消费
现状
中国大陆
luxury marketing
mismatching
consumption
current situation
China's Mainland
