基于消费者心理的奢侈品营销策略——以昆明市消费市场为例[摘要]在欧洲奢侈品消费低迷的情况下，中国奢侈品消费却逆风而上，成为奢侈品消费市场的生力军。同时，这个庞大的消费市场使得奢侈品消费心理的研究开始显得越来越有意义。本文就奢侈品的定义及其特征作了系列阐述，且以昆明市奢侈品消费市场为例，使用调查问卷的方式，对奢侈品消费心理、消费动机进行了分析和讨论，并针对这些消费心理提出了相应的营销策略，以期对昆明市奢侈品产业发展有所助益。[关键词]奢侈品； 消费者心理； 品牌形象ILuxury Marketing Strategy Based on the Consumer Psychology———Takes Kunming Consuming Market for ExampleAbstract:Under the situation that the luxury consumption in Europe is suffering from the downturn, that in China, however, is flourishing and gradually becoming a new force in luxury consumption market. At the meantime, it is increasingly meaningful to perform the analysis on the huge market in view of consumer psychology. This article systematically introduces the definition and characteristics of luxury, as local luxury market of Kunming an example, further analyzing and discussing about the luxury consuming psychology and motivation in a way of questionnaire. Additionally, hoping for benefiting to the development of local luxury industry of Kunming, this article puts forward corresponding marketing strategies in light of consumer psychology. Key words:luxury; consumer psychology; brand imageII目 录引 言...................................................................1一、奢侈品概述............................................................1（一）奢侈品的概念.....................................................1（二）奢侈品的特征.....................................................1二、影响奢侈品消费的要素分析..............................................2（一）整体消费市场及环境对奢侈品消费的影响.............................3（二）奢侈品自身属性对奢侈品消费的影响............
