Research On Crystal Consumer Behavior Among The Chinese Consumers

In recent years, with the development of China’s economy, the improvement of people’s living standards, Chinese consumers began the pursuit of a higher realm of spirit, pay attention to cultural tastes, pay attention to decorative art glass products especially crystal jewelry has become China’s consumer’s "new favorite". Thus, the crystal consumer market share is dramatically growing. At the same time, many well-known international crystal brands have entered China, hoping to share the huge market share, Chinese native brands through a variety of styles, hope to portray them as belonging to a Chinese favorite crystal brand. In the face of growing market share, the more and more competitive market environment, understanding of Chinese consumers on the crystal special consumption behavior becomes especially important.This paper is mainly on the SWAROVSKI crystal jewelry in China Shanghai’s consumer research, to understand the Chinese on the crystal jewelry consumption behavior. The author from the angle of consumption behavior, discuss Chinese crystal consumptive main body, object, motivation, influence factors and other factors on crystal consumption effects, focusing on the crystal factors influencing consumption and consumer motivation. At the same time, the author tries to dig out SWAROVSKI crystal jewelry consumption behavior, the future marketing practice and puts forward related suggestions; also hope to China enterprises crystal jewelry marketing planning has certain reference function.