对构建中国奢侈品牌的探索  

Exploration for the Construction of the Luxury Brand in China

作　　者：彭传新[1] 

机构地区：[1]武汉大学经济与管理学院,湖北武汉430072

出　　处：《科学决策》2010年第2期23-28,49,共7页Scientific Decision Making

摘　　要：在经济低迷时期,对中国奢侈品牌的构建进行分析和探讨。在回顾奢侈品的形成、概念和特征的基础上,对中国奢侈品消费的消费动机和特征进行了梳理。从企业角度提出了中国奢侈品构建的要素框架,从消费者角度提出了奢侈品价值体系框架,并结合企业和消费者两个层面解析了中国奢侈品构建过程中的五对关键要素:技术创新与文化传承、品质卓越与资源稀缺、永恒经典与引领时尚、生理满足与心理满足、公众认同与个性彰显。最后,提出了构建中国奢侈品品牌的战略路径,即以技术创新与文化传承为根基,前者是奢侈品功能价值的保障,后者则是奢侈品象征和体验价值的源泉。This papers discusses the construction of luxury brands in China. On the basis of reviewing the formation,concept and features of luxury goods,this paper analyses the motives and characteristics of the consumption of luxury goods of China. It puts an element framework of building China’s luxury goods from the view of corporation,and a value system framework of China’s luxury goods from the view of consumer point. Combining with the two aspects above,it builds five pair key elements of the construction of China’s luxury goods： technological innovation and cultural heritage,excellent quality and resource scarcity,classics and fashion, physical and psychological satisfaction,social identity and personality expression. Finally,this paper put a strategy path of China’ s luxury brand,which based on technological innovation and cultural heritage,and the former is the guarantee of the values of luxury goods,while the latter is the source of symbol value and experience value.

关 键 词：奢侈 奢侈品牌 奢侈品价值 

分 类 号：F424[经济管理—产业经济]