随着经济的快速增长,我国已经成为世界奢侈品市场一个重要的组成部分,在这样的环境下,本研究在前人研究的基础上,以实证研究中问卷调查的方法,以广东省消费者为样本,着重考察了奢侈品消费者的消费动机、习惯和行为。研究结果显示,我国一线城市和其他城市的奢侈品消费者在消费的行为和消费能力上已经日益趋同,并非两个孤立的市场部分,值得奢侈品品牌营销参考。 With the rapid economic growth, our country has become an important part of the world luxury goods market. In this environment, based on the previous studies and the questionnaire survey in empirical research, As a sample, we focus on the consumer motivation, habits and behaviors of luxury consumers. The results show that luxury consumers in China’s first-tier cities and other cities have become increasingly convergent in consumer behavior and spending power. They are not two isolated market segments and are worthy of reference for luxury brand marketing.