| Luxury goods began to flourish in the 1970s, and achieved rapid growth in the last 10-15years.The Chinese market has undergone great changes over the past 25 years, and the consumption of luxury expanded roughly.Research on luxury in foreign countries has yielded fruitful results for a long time. But in china it remains an emerging research area and the existing results seem fragmented and most of them are qualitative, lacking empirical study. On the other hand, foreign scholars have made some achievements but there is few research on the luxury based on the Chinese situation, which is difficult to guide the practice of Chinese luxury marketing.Using conjoint analysis, the thesis studies preference factors of luxury consumption,taking luggage as example. The thesis focuses on factors:Brand, price, origin, style. The experimental results of 51 subjects are tested with Orthogonal experimental design and full-profile method, and we obtained the weight of relative importance of preference factors of luxury.The main conclusions are as follows:brand is the most concerned factor, followed by country of origin, style and price Women and consumers for self use are more concerned about the style factors, while men and the group purchasing for gift giving are more concerned about the factor of country of origin. Luxury consumers can be divided into two segments:brand oriented and style-oriented by Cluster analysis. The brand oriented segment are mainly constituted of men and the group purchasing for gift giving, who are characterized by social-oriented luxury consuming motivation. The style-oriented segment are mainly constituted of women and the group for self use who are more concerned about the factors of brand and style, and their needs are satisfied with the consumption of luxury.Based on the above conclusions, the thesis makes some recommendations for luxury marketing for different segments. Finally the thesis clarifies the limitations and future directions of the research. |
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