中国富人眼中的奢侈品  

What do the Rich in China Think of ＂Luxury＂

作　　者：葛承悦[1] 

机构地区：[1]厦门大学新闻传播学院,中国厦门361005

出　　处：《现代广告》2011年第11期94-97,共4页Modern Advertising

基　　金：本专题研究受中央高校基本科研业务费专项资金项目“不同文化下内隐思维方式对消费者决策的影响”（2010221086）的资助.

摘　　要：伴随着中国市场经济的发展，奢侈品消费的势头在中国越来越强劲。本文通过对20名（年薪2027及以上）的中国富人的深度访谈，来透视中国富人眼中的奢侈品形象。研究发现，中国富人对奢侈品的理解可分为西方现代奢侈品和中国传统奢侈品两类，并由此产生对“奢侈”一词不同的感受和见解。对中国传统奢侈品的理解比对西方现代奢侈品的理解更深刻化和内涵化。With the development of market economy in China, luxury consumption in China is becoming more and more popular. The article aims to find out what the rich in China think of the Luxury through depth interviews with 20 wealthy Chinese with an annual salary of 20 million and above. The study has found out that Luxury can be divided into two kinds in wealthy Chinese eyes-- ---Chinese traditional luxury and Western modem luxury. And then they have different feelings and opinions of the word ＂luxury＂. The understanding of Chinese traditional luxury has more profound and connotative meanings than that of Western modem luxury.

关 键 词：奢侈品 中国富人 西方现代奢侈 中国传统奢侈 

分 类 号：F426.89[经济管理—产业经济]