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在经济快速发展的今天,我国作为奢侈品消费第一大国,对于奢侈品市场的研究还停留于传统营销方式,很少根据奢侈品行业自身的特征及其消费者心理进行研究。考虑到传统的营销方式已不适用日益更新的消费环境,奢侈品行业具有独特营销特征,消费者的购买心理也不同于普通的日常消费品,只有结合饥饿营销应用原理,制定针对性的营销策略,刺激消费者的购物欲望,引起消费者心理共鸣,才更有利于奢侈品生产、销售实现自身发展。
In today’s rapid economic development, China as the largest consumer of luxury goods, the study of the luxury market still remain in the traditional marketing methods, rarely according to the characteristics of the luxury goods industry and its consumer psychology research. Taking into account the traditional marketing methods are not applicable to the ever-changing consumer environment, the luxury goods industry has a unique marketing characteristics, consumer psychology is also different from the ordinary consumer goods, only the combination of hunger marketing application principle, the development of targeted marketing strategy, To stimulate the desire of consumers shopping, consumer psychology resonate, it is more conducive to the production of luxury goods, sales to achieve their own development.