中英千禧一代奢侈品消费影响因素比较研究

Journal: Economics DOI: 10.32629/ej.v3i4.503

邝茗蕙

广东东软学院

Abstract

随着经济增长的发展,奢侈品消费群体的年龄越来越小,中国已成为世界上最大的奢侈品消费市场之一。根据相关调查,千禧一代的消费者是消费奢侈品的主要群体。为获得更大的市场份额,奢侈品公司应该对这些潜在客户有更深入的了解。本文在以往研究的基础上,比较了中国与英国两国的千禧一代消费者群体的特征,并为奢侈品公司提供实用建议,为进一步研究中国和欧洲国家的奢侈品消费提供了指导,同时也为奢侈品企业在营销策略规划中探索了新的见解。

Keywords

奢侈品消费;消费者动机;千禧一代

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