Study On80S Luxury Consumption Motivation And Guidance

In recent years, China has become one of the most competitive counties thatcontribute a large mount of money in luxury. It is also a hot issue that Chinese luxuryconsumers tend to be younger. According to some relevant surveys,80s are the idealconsumers for luxury brands due to they are the dominant sessions in this market.This dissertation combines domestic and foreign scholars’ research findings andacademic journals to introduce the relevant theory of consumer motivation. On thebasis of it, according to the reports, which analyses the development condition ofChinese luxury,80s’ consumption characteristics and motivation as well asdevelopment trend of Chinese luxury market.This dissertation mainly adopts in-deep interview approach, which is able to indicatethe authentic80s’ consumption psychology. The interviewees who are elected fromthe first-tier cities of China and had experience in buying luxury in foreign countriesare all80s. The interviews are divided into five aspects: their understanding of luxury,purchase motivation, means of purchase, rational self-judgment of purchase andunderstand of Chinese local brands.The creative point is that to apply analysis results of80s consumption behavior ofluxury and purchase motivation. The research findings show that luxury enterprisesare not only making marketing strategies to meet market demand, but also need toadvocate and guide consumers’ rational consumption as long as establish correctconsumption value in luxury. It is also good for local enterprises to find their positionaccurately and re-segment the market. The last chapter of this dissertation is mainly tocall for the80s’ correct understanding of luxury value and rational consumption.Meanwhile, it is necessary to encourage80s to purchase local brands. It suggests thatlocal brand should remain their advantages and draw80s consumers’ attentiongradually.