奢侈品企业价格歧视策略研究  

On the Price Discrimination Strategies of Luxury Goods Companies

作　　者：张小琳[1] 朱明侠[1] 

机构地区：[1]对外经济贸易大学国际经济贸易学院,北京100029

出　　处：《商业研究》2013年第5期86-90,共5页Commercial Research

摘　　要：由于中国快速的城市化以及居民财富的快速增长,奢侈品销售在中国迅猛扩张。根据麦肯锡2011年奢侈品报告数据显示,到2015年中国奢侈品市场规模将达到1 800亿元,届时将超过世界最大的日本奢侈品市场。奢侈品企业在中国制定高昂的价格,非但没有打消奢侈品消费者购买的欲望,反而掀起了购买奢侈品的浪潮。本文在价格歧视和奢侈品理论研究的基础上,比较奢侈品企业在中外制定不同价格的模式,在充分理解中国奢侈品消费市场的基础上,旨在为中国奢侈品企业制定适合自己的价格策略提供参考。Due to the rapid growth of China's urbanization process and resident wealth,global luxury goods companies expand their business rapidly in China.According to the McKinsey's 2011 luxury report,the size of Chinese luxury market will reach to 180 billion yuan in 2015 and China will exceed Japan to be the largest luxury consumption market.Luxury goods companies developed high price strategies in China,which set off a wave of buying luxury goods,instead of quenching the consumers' desire for them.On the basis of theoretical studies of price discrimination and luxury goods,we compared the different pricing strategies implemented by luxury goods companies in China and abroad,aiming to give suggestions on how Chinese luxury goods companies develop their own pricing strategies with well-understanding of the Chinese luxury consumption market.

关 键 词：奢侈品 价格策略 三级价格歧视 

分 类 号：F279.14[经济管理—企业管理]