Research On The Problem Of The Alienation Of Luxury Goods Consumption In China

Consumption, one of the three mainstays of boosting economic growth, plays an important role in the national economy of China. And with the improvement of people’s living standard and the relaxation of policies, luxury goods gradually approach domestic consumers’ life. However, when major luxury brands successfully keep a foothold in China, domestic consumers sink into blind pursuit to luxury goods at the same time. Luxury goods consumption of our country shows the characteristics of alienation with “Chinese Characteristics”. Under development dissimilation, luxury goods consumption not only difficult to play an important role in stimulating economic growth, but it also hinders human subjectivity development, healthy circulation of ecosystem, harmonious consumption between the classes and social stability. Therefore, this situation will lost the real meaning of luxury goods consumption. Hence, realizing reasonable and healthy development of Chinese luxury consumption is an urgent requirement for the harmonious and stable development of China’s economic society.The thesis based on the alienation theory of Marxism, researches our country existing the problem of the alienation of luxury goods consumption with “Chinese Characteristics” in a real-life scenario. This thesis by using various research methods such as documentation research method, chart analysis method and the combination of theory and reality method to provide theoretical basis and data support for turning the tables that luxury goods consumption of our country presents state of alienation. This thesis uses Chinese luxury goods consumption as research object, combs systematically the development course of luxury goods consumption market in China, analyzes concretely alienated and morbid situation of luxury goods consumption of our country caused by many factors such as the vibration of social structure transition, the midwifery of market economy development, the absence of consumption culture construction, and the abnormal consumer psychology and a series of social development problems reflected by current situation of consumption alienation. And under the guidance of socialist core values, excellent traditional values and the principles of moderate, healthy and sustainable consumption, thesis through coming up with countermeasures and suggestions such as increase effective supply of local luxury brands, adjust and improve the tax policy of luxury goods, implement consumers’ cultural education and create a harmonious environment of luxury goods consumption for consumers to discuss that luxury goods consumption of our country caught in the dilemma how to realize healthy development in the future.This thesis helps us to adhere to, develop and improve the Marxist Theory better in the current society, embodies distinct times characteristics of Marxism. It also further broadens the scope of the study of luxury goods related theory, enriches the study content at the same time. During the new normal, we should continue to insist on being guided by the Marxist theory and combine with our specific national conditions, and then take effective measures to push the reform of luxury goods industry for meeting growing consumer demand of people. And with the help of sustainable healthy development of Chinese luxury goods consumption to boost reform of the supply front implement smoothly and further drives economic growth, and finally realizes the virtuous circle between human, society and nature.