Research On Motivation Of Luxury Brand Consumption In China

With its social and economic development, China has attracted more and more attention on its luxury market from luxury brand enterprises all over the world. These luxury enterprises all wish to have a place in this market.The research on luxury market began early in foreign countries; scholars there have presented a lot of valuable results about luxury consumption from different viewpoints of subjects. However due to the research was based on western culture, the model they presented suits western countries better than China. The research results they presented aren't suitable for China totally because the culture differences between China and western countries make foreign scholars unfamiliar with values and consumption behaviors in China. And though at present some domestic scholars have done research on luxury market too, their research is not mature or complete enough. For example"why there are special luxury consumption forms in China?""what is the main motivation of luxury purchasing for Chinese consumers?" etc, all these questions need scholars to study further more and deeply.Due to the reasons above, this paper will base on the researches presented by scholars both abroad and domestic and have a further study on the luxury market in China—to analyze the rules of luxury market in China, to investigate the motivation of luxury consumption in China, to inspect the research results by empirical models and to suggest marketing resolutions according to the situation of luxury market in China finally. There are six chapters in this paper. Chapter One is introduction, mainly introducing the background of this research choice, the meaning of research and the frame of researching article. Chapter Two is reference review; mainly reviewing related researches on luxuries, consumption behaviors and luxury consuming motivation. Chapter Three mainly introduce the current situation of luxury consumption in China. Chapter Four is about the methods and process of research on luxury consuming motivation. Chapter Five deals with the questionnaires used and sorts data in the questionnaire with SPSS13.0 SOFTWARE. Chapter Six develops a discussion on the research results of this paper and forward suggestions to the luxury brand enterprises.