从圈内圈外、高调低调双向维度探讨中国奢侈品消费现状及趋势  

A Discussion of Luxuries Consumption in China from the Point of Inside-outside of ＂Circle Friends＂ and High-low Profile

作　　者：董小雪[1] 李光媛[1] 樊庆磊[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98-102,共5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：如今，中国在世界奢侈品市场中突飞猛进，其独特的消费现象引起了学界内外的广泛关注。笔者在对20名中国高收入奢侈品消费者进行深度访谈后，发现不同奢侈品消费行为的背后隐含着不同的消费心理。本文以高、低调奢侈品消费者在“圈子”内外的具体消费行为和消费动机为依据，将他们划分为四类人群：奢侈品炫耀者、奢侈品高贵者、社会新贵和奢侈品外隐者。与此同时，笔者在划分人群的过程中发现中国崇尚奢侈品低调消费的人群可能逐渐超越高调消费人群，成为社会的主流。Recently, China is becoming one of the most largest luxury markets in the world, the unique phenomenon in China has aroused wide attention from scholars inside and outside. After having in-depth interviews with 20 high-income luxury consumers in China, the authors find that different consumptive psychologies lies behind different consumer behaviors. According to consumer behaviors and motivation of the high-profile and low-profile luxury consumers inside-outside of the ＂circle of friends＂, they are divided into four different groups： Showing-off people, Noble people, Social upstart, Hermit. Meanwhile, the authors also find that low-profile luxury consumers will surpass high-profile ones in the future and become the social mainstream.

关 键 词：圈内圈外 高调 低调 奢侈品 

分 类 号：F810.424[经济管理—财政学]