Comparative Analysis Of Consumer Motivations On Luxury Goods Between Post 70s And Post 80s Of Xi’an City

With the process of globalization, the Asian market has become the main consumer markets after Europe and other developed countries. China, as the leader in Asian developing countries, in a short period of decades, along with the rapid economic development and People continue to accumulate wealth, has entered the ranks of luxury goods to buy big country, the world’s leading luxury goods giants have focused attention this vast and limitless potential of the Chinese market, and actively develop and enter the Chinese market.In recent years, the concept of luxury consumption in China is gradually being accepted and the luxury has a huge consumer groups. According to the data show that the age of the Chinese luxury consumer groups are distributed mainly in the 25 to 45-year-old range, for luxury brands, they are "ideal consumer", in this age range, there are two a typical representative of post-70 s and post-80 s, after group’s different these two groups were born with different groups. In the inland northwest China’s Xi’an is located, in recent years, the increasing luxury goods groups, the major luxury stores have been stationed in Xi’an, and consumer groups tend to be younger, and their consumption is primarily concentrated in the brand-name clothes, cosmetics and various the styles of designer bags, so this study Lancome luxury cosmetics, for example, comparative study conducted in Xi’an groups post-70 s and post-80 s the luxury consumer motivation targeted research which has a positive theoretical and practical significance.In this thesis, scholars at home and abroad research results and literature review on the concept of luxury defines, introduces the theory of luxury and consumer motivation. On this basis, it analyzes the development of China’s luxury goods, consumer characteristics and propensity to consume post-70 s and post-80. By then analyzed post-70 s and post-80 s groups Xi’an luxury consumption motives of the investigation and to explore the luxury purchase motivations post-70 s and post-80 s whether or consistent differences, according to the conclusions apply to In practice, provide a theoretical basis for luxury marketers have to also provide a reference for the development of China’s domestic luxury brand.By the results of empirical research, the paper preliminary draw the following conclusions:(1) in the purchase of luxury goods, post-80 s pay more attention to individual motivation, post-70 s focus more on social motives;(2) different personal statistical variables have an impact on the luxury consumer motivation; Finally, the empirical results of this study provids the luxury goods companies of several guiding policy.