Chinese Consumer Behavior in Luxury Market : International luxury Brands in China
Guo, Wenfei (2015)
Guo, Wenfei
Lapin ammattikorkeakoulu
2015
Creative Commons Attribution-NonCommercial-NoDerivs 2.5 China Mainland
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015062113621
https://urn.fi/URN:NBN:fi:amk-2015062113621
Tiivistelmä
China has become a strong economic power of the world in the last few years. With the growing up of higher income groups, China is growing to the fastest developing global luxury goods market in the world. Chinese consumers are getting more mature, are beginning to show their power in the luxury purchase, accompany with the appearance of more diversified requirements for luxury and related services. Dozens of foreign luxury goods companies have been drawn the eyeball and appealed to step into the Chinese market. As a matter of fact, China is now the world’s biggest luxury goods consuming country, the market prospect is still looking good. But for some historical reasons,Chinese people still know little about the luxury goods including Chinese academic community. The relative researches in this field are poorly scarce. The luxury goods are really new in China.
Based on the above background, the author reviewed luxury related literature and collected the newest industry data and info. Also, the author analyzed the luxury concept, luxury consumer behavior, Chinese luxury market situation and marketing model of foreign luxury brands in China from a Chinese aspect. This research listed the concept, characteristic and consuming psychology of luxury for the Chinese characteristics analysis in the following context, with two concepts "Conspicuous consumption" and "Social reputation" run throughout the entire process.
The thesis mainly focused on Chinese luxury market. The second part turned to the domestic luxury market which is believed to be of enormous latent demands. At current stage, this market now is morel likely in its infancy, as most customers are not rationale.The third part of this thesis developed a structure of customer purchase behavior for luxury goods. The fourth part the author implemented a survey to collect the primary data for the thesis.
Based on the above background, the author reviewed luxury related literature and collected the newest industry data and info. Also, the author analyzed the luxury concept, luxury consumer behavior, Chinese luxury market situation and marketing model of foreign luxury brands in China from a Chinese aspect. This research listed the concept, characteristic and consuming psychology of luxury for the Chinese characteristics analysis in the following context, with two concepts "Conspicuous consumption" and "Social reputation" run throughout the entire process.
The thesis mainly focused on Chinese luxury market. The second part turned to the domestic luxury market which is believed to be of enormous latent demands. At current stage, this market now is morel likely in its infancy, as most customers are not rationale.The third part of this thesis developed a structure of customer purchase behavior for luxury goods. The fourth part the author implemented a survey to collect the primary data for the thesis.