“奢侈品”一般是指超出人们生存与发展需要范围的,具有独特、稀缺、珍奇等特点的消费品,又称为非生活必需品。奢侈品体现着三个显著特点:即高品质、高价格和非必需。目前,中国以20多亿美元的市场容量,已成为全球第三大奢侈品市场。奢侈品消费作为一种经济现象,对经济和社会产生了重大的影响。研究这一现象,尤其是国际奢侈品品牌的营销策略,会对一般消费品营销产生有益的启发和借鉴作用。 “Luxury goods” generally refers to consumer products that are beyond the scope of people’s survival and development needs, and are characterized by uniqueness, scarcity, and rarity, and are also called non-necessities. Luxury goods embody three notable features: high quality, high price, and non-essential. At present, China has become the third-largest luxury goods market in the world with a market volume of over US$2 billion. As an economic phenomenon, luxury goods consumption has had a major impact on the economy and society. Researching this phenomenon, especially the marketing strategy of international luxury brands, will have beneficial inspiration and reference for general consumer product marketing.