兰州市奢侈品消费行为分析.doc

兰州市奢侈品消费行为分析摘要本文通过对国内外奢侈品以及奢侈品消费等方面相关文献资料的引用和分析，结合网络上关于兰州市奢侈品消费的阐述，采用调查问卷的方式对兰州市奢侈品消费现状、奢侈品消费行为进行了一定程度的定量分析，得出了一些重要结论，主要包括在兰州市奢侈品消费主体、消费主体特征、奢侈品消费领域、奢侈品消费的动机、奢侈品消费行为的影响因素等方面结论。本文得出的上述结论，一方面可以引导兰州市奢侈品消费者进行合理消费，另一方面可以给奢侈品商家制定相应营销策略提供理论依据，既有理论意义又有现实意义。关键字奢侈品消费者奢侈品消费行为LanzhouCityluxuryconsumerbehavioranalysisABSTRACTByreferenceandanalysisondomesticandforeignluxurygoodsandluxurygoodsconsumption,andotherrelateddocuments,combinedwiththenetworkontheluxuryconsumptionofLanzhouCitydescribedtheconsumptionstatusofthequestionnaireontheluxuryofLanzhouCity,theluxuryconsumerbehavioracertaindegreeofquantitativeanalysis,todrawsomeimportantconclusions,includingconclusionsinLanzhouCity,themainconsumerofluxurygoods,theconsumptionofthemainfeaturesofthefieldofluxurygoodsconsumption,themotivesoftheconsumerofluxurygoods,luxuryconsumerbehaviorfactors.Wedrawtheaboveconclusions,LanzhouCity,luxuryconsumersontheonehandcanguiderationalconsumption,ontheotherhandcanprovideatheoreticalbasistodevelopappropriatemarketingstrategiesforluxurygoodsbusinesses,boththeoreticalsignificancebutalsopracticalsignificance.KEYWORDSLuxury,Consumers,Luxuryconsumerbehavior目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc325010139"1绪论PAGEREF_Toc325010139\h1HYPERLINK\l"_Toc325010140"1.1选题的背景PAGEREF_Toc325010140\h1HYPERLINK\l"_Toc325010141"1.2课题的研究意义PAGEREF_Toc325010141\h2HYPERLINK\l"_Toc325010142"1.2.1课题研究的理论意义PAGEREF_Toc325010142\h3HYPERLINK\l"_Toc325010143"1.2.2课题研究的现实意义PAGEREF_Toc325010143\h3HYPERLINK\l"_Toc325010144"1.3研究内容及研究流程PAGEREF_Toc325010144\h3HYPERLINK\l"_Toc325010145"2文献综述PAGEREF_Toc325010145\h4HYPERLINK\l"_Toc325010146"2.1国外研究现状PAGEREF_Toc325010146\h4HYPERLINK\l"_Toc325010147"2.1.1国外对奢侈品概念的界定PAGEREF_Toc325010147\h4HYPERLINK\l"_Toc325010148"2.1.2国外学者对奢侈品的研究PAGEREF_Toc325010148\h5HYPERLINK\l"_Toc325010149"2.2国内关于奢侈品的研究现状PAGEREF_Toc325010149\h7HYPERLINK\l"_Toc325010150"2.2.1古代国内对奢侈品消费的认识PAGEREF_Toc325010150\h7HYPERLINK\l"_Toc325010151"