Studies, Of Rational Extent Of China's New Middle-class Consumer Of Luxury Goods

The need of luxury goods and service in china is becoming more and more, but the researches of luxury goods are concentrated in its definition, market segment, motivation and brand and so on in theory, which consider consumption of luxury goods is an irrational activity. So this paper, which analyzes whether luxury consumption of middle class has rational factor, whether it is fully-rational and the affective factors of national level, finds out its theoretical and practical meaning.According to this research, middle class has rational ingredient when they consume luxury goods. Consumers can meet their higher-level need according to consumption of luxury goods. First, better quality of luxury goods can bring them more comfortable feelings; second, they can mix in society much better and realize their society value. Meanwhile, customers consider their sense of worth which last long time and compare cost and gain when they decide, so their consumption decision is a rationally-considered process. But by the limitation of their knowledge and ability, as well as the affection of irrational factors, the rationality only can be limited rationality.On the basis of above analysis, this paper gives a model which describes the level of consumption rationality. It gives related function, analyzes its range and adds time-variable to the model. This paper tries to be a foundation of continual researches which concentrate on measurable rationality level of consumption decision.At last, this paper gives conclusions and some advices to the enterprises. To middle classes' consumption of luxury goods, the enterprises should change former model which concentrates on building irrational environment, to emphasize affection of rational factors, as well as marketing of irrational factor, so that these enterprises can get more market in China.