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寻求和强化“身份识别”是支撑高端消费的强大社会心理需求,所以高端品牌不仅要贩卖价值,最好能帮助消费者找到理想中的“身份识别”标签。现今,对于众多的中国消费者来讲,拥有或者享用香奈儿化妆品、劳力士腕表、爱马仕箱包、阿玛尼服装、卡地亚珠宝、拉菲葡萄酒等一系列国际高端品牌已经再不是“可望而不可及”的奢侈梦想,越来越多的人加入到了深具“身份识别”特征的“标签化”消费热潮。中国已成为全球占有率最大的奢侈品消费国家之一,作为品牌定位与顾客分等的自然结果,高端消费的存在有着深刻的社会需求基础。
Seeking and Strengthening “Identification” is a strong psychosocial need supporting high-end consumption, so high-end brands are not only about selling value, but ideally help consumers find the ideal “identity” label. Nowadays, for a large number of Chinese consumers, a series of international high-end brands such as Chanel Cosmetics, Rolex Watches, Hermes Bags, Armani Costumes, Cartier Jewelry, Raffia Wine are no longer “beyond the reach” “The luxury dream, more and more people have joined the deep” identity “feature of the” tagging "consumer craze. China has become one of the largest consumers of luxury goods in the world. As a natural result of brand positioning and customer classification, the existence of high-end consumption has profound social needs.