The Game Analysis Of Consumption Motivation Of The Only And Luxury Enterprises’ Competition

With the rapid development of the economy, the transformation and upgrade of consumption structure, China’s luxury consumption market continues to expand the scale. Different with the European and American luxury market which is orientated in middle-aged a few rich people, the Chinese luxury consumption obviously present a younger trend. The only group(after80) show the outstanding features in the purchase behavior which has a important influence to the luxury brands positioning and marketing. At the same time, as the main consumption, after80groups increasingly play a pivotal role in China’s consumer market. In this context, the paper will do some research on luxury consumption behavior of the enterprise brand competition basing on the age structure.Based on the literature review, consumer interviews and early test, this article verify the adaptability of the luxury purchasing motivation scale in China’s regions. After inspection the reliability and validity of data from the formal questionnaire, it verifies the five dimensions of motivation in the luxury consumption. The data of the recovery and statistical analysis results show that, motivation of "Veblen effect ","perfect effect" and "pleasure effect" these three dimensions, the only group has no obvious difference with the other groups,"snob effect" and "bandwagon effect " are two heterogeneity consumption characteristics of different consumer groups.Using The Three Stages Hotelling Model, this paper divide the luxury brand and consumer direct contact behavior into three stages,"snob effect" and "bandwagon effect" is introduced to study the theory of luxury brand competition model framework. We try to analyse the only group consumption behavior characteristics how to affect the pricing strategy, product strategy and differentiation strategy of the luxury brand. Finally from the view of the brand construction and management, the paper propose the brand strategy to guide the luxury market enterprises’ economic behavior in China, and further to develop the Chinese market.