基于消费者心理的中国奢侈品营销策略分析——以CHANEL为例摘要：在欧美经济发达国家中，消费者针对奢侈品的消费已历经上百年的风雨历程。现阶段我国经济得到健康而快速的发展，城镇的人口数量与日俱增，使公众的消费能力得到持续的提高，同时不断优化消费的理念，更多的人存在享用奢侈品的意愿。古奇与路易威登以及香奈尔等国外奢侈品的品牌向我国市场大举进军，在运营方面获取成功。我国奢侈品行业孕育着无限的商机、市场的容量持续增加且趋向于庞大的状态。我国消费者不断增强消费的意识且提高消费的能力，针对奢侈品的需求与日俱增。毋庸置疑，我国将成为消费奢侈品的大国，然而其市场处于刚起步阶段，诸多层面有待于完善与优化：其消费的观念滞留在较初级的环节，需要进一步增强针对奢侈品的认知与理解。同时基于奢侈品行业、我国企业呈现出缺位的现象，也就是说奢侈品的品牌没有产生，只能看到外国品牌的大肆进军而望洋兴叹，不能积极广泛地参与其竞争。本文阐述国内外奢侈品品牌的发展历程，阐述其市场的主要特征，探究其发展的态势，剖析本土奢侈品在发展的过程中所需面对的源自于外部环境的机会与威胁，以消费者消费奢侈品的心理（以Chanel为例）为研究对象，设计调研对象，对其展开了深入研究，剖析多元化影响因素的重要程度；有的放失地针对奢侈品市场提出行之有效的营销策略，并描述了发展的前景。关键词：奢侈品；消费者心理；策略AnalysisofChineseLuxuryMarketingStrategyBasedonConsumerPsychology:ACaseStudyofCHANELAbstract:InthedevelopedcountriesofEuropeandtheUnitedStates,consumershavebeenexperiencingtheconsumptionofluxurygoodsforhundredsofyears.Atthisstage,China'seconomyhasdevelopedhealthilyandrapidly.Thepopulationofcitiesandtownsisincreasingdaybyday,whichhascontinuouslyimprovedthepublic'sspendingpower.Atthesametime,theconceptofconsumptionhasbeencontinuouslyoptimized,andmorepeoplehavethewillingnesstoenjoyluxurygoods.GucciandLouisVuittonandChanelandotherforeignluxurybrandshavemadegreatstridesintheChinesemarketandsucceededinoperations.China'sluxurygoodsindustryisbredwithunlimitedbusinessopportunities,andthemarket'scapacitycontinuestoincreaseandtendstobehuge.Chineseconsumerscontinuetoincreasetheirawarenessofconsumptionandincreasetheirabilitytoconsume,andthedemandforluxurygoodsisincreasing.Undoubtedly,Chinawillbecomeabigcountryintheconsumptionofluxurygoods.However,itsmarketisinitsinfancy,andmanyaspectsneedtobeimprovedandoptimized:itsconceptofconsumptionstaysintheprimarystage,anditneedstofurtherenhancethecognitionandunderstandingofluxurygoods..Atthesametime,basedontheluxurygoodsindustry,Chineseenterpriseshaveshownaphenomenonoflackofposition,thatistosay,thebrandofluxurygoodshasnotbeenproduced.Onlyforeignbrandscanbeseentoenterthearmyandlookforwardtosigh,andtheycannotactivelyandextensivelyparticipateintheircompetition.Thispaperexpoundsthedevelopmenthistoryofluxurybrandsathomeandabroad,expoundsthemaincharacteristicsofitsmarket,exploresitsdevelopmenttrend,andanalyzestheopportunitiesandthreatsthatlocalluxurygoodsneedtofaceintheprocessofdevelopmentfromtheexternalenvironment.Thepsychologyofconsumingluxurygoods(takingChanelasanexample)astheresearchobject,designingtheresearchobject,conductingin-depthresearchonit,analyzingtheimportanceofthefactorsaffectingdiversification;somedeliberatelyproposingeffectivemarketingfortheluxurygoodsmarket.Strategyanddescribetheprospectsfordevelopment.Keywords:luxurygoods;consumerpsychology;strategy目录一、绪论.........................................................1（一）研究的背景和意义..........................................11、研究的背景.......
