弘扬民族工艺 开拓中国奢侈品发展之路  

Promoting Chinese Folk Arts And Expanding The Luxury Market In China

作　　者：詹秀娟[1] 

机构地区：[1]泰州职业技术学院经济与管理分院,江苏泰州225300

出　　处：《江苏商论》2011年第12期16-19,共4页Jiangsu Commercial Forum

摘　　要：2011年中国奢侈品消费占全球份额1/4,几乎所有奢侈品都是国外品牌,庞大的市场需求和缺失的本土品牌形成鲜明对比,随着时间的推移这种反差还在继续加大。如何改变这种局面,如何让外流的消费回到国内为国民经济发展作贡献,本文通过分析中国奢侈品消费现状及成因,指出只有合理引导消费,加强消费者文化教育,培育本土品牌,才能彻底改变消费外溢、资金外流的局面,并且提出了将中国民族工艺和元素与现代设计理念相结合的方法来创建本土品牌,从而开拓中国奢侈品发展之路。Luxury consumption of China accounts for a quarter of the world in 2011,and almost all the luxuries are foreign brands.The huge market demand contrasts sharply with the lack of local brand,as time goes on,this contrast continues to enlarge.How to change this situation,how to bring back the consumption abroad back to home to contribute to national economic development —— this paper analyzes the status and causes of luxury consumption in China by orienting a reasonable mode of consumption,enhancing consumers＇ education,and improving our domestic brand awareness —— in order to completely change the consumption spillover,capital outflow situation.And the essay also puts forward a method of creating a local brand in combination of Chinese folk techniques and elements with modern designs,which will broaden China＇s luxury market in the near future.

关 键 词：奢侈品 消费动因 本土品牌 

分 类 号：F724.2[经济管理—产业经济]