中国奢侈品进出口及消费问题毕业论文外文翻译.docx

中国奢侈品进出口及消费问题毕业论文外文翻译.docx

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中国奢侈品进出口及消费问题毕业论文外文翻译

China'sluxurygoodsimport,exportandconsumptionproblem

（Partly）

1thedefinitionofluxurygoods

Luxurygoodsintheinternationalcommunityisdefinedas"apeople'ssurvivalanddevelopmentneedsoftherange,withaunique,rare,exoticfeaturessuchasconsumergoods,hasbecomeanon-necessities.Intermsofeconomics,luxuryisthehighvalueandqualityoftherelationshipbetweentheratioofproducts.Fromanotherpointofview,luxuryistheintangiblevalueofthetangiblevalueoftherelationshipbetweentheratioofthehighestproducts.

1.1Theconceptofluxuryisconstantlyextended.

Thelastcentury,theseventiesandeighties,watches,sewingmachines,bicyclesthatisrepresentativeofthe"luxury",thengraduallyevolvedintoaTV,refrigeratorandtelephone.Luxuryproductsatdifferenttimeshavedifferentrepresentation,withthecontinuousimprovementoflivingstandards,awiderrangeofluxury.

1.2luxuryaudienceisoneofthefewpopulations,andthewealthofsocietyelite.

Suchconspicuousfeaturesoftheluxuryconsumerstobuypsychology.SaveonformonthsorevensixmonthswagesinordertobuyaluxurysuchasLV,GUCCI,apparel,andtheneatthebubbleintheordinaryworking-class,especiallytheyoungfemalewhite-collarworkers,suchaphenomenon:

surfaces,crowdedbuses,tomeetinordertogetthepsychologicalshowoff.

2Chineseluxuryimport,exportandconsumptionofthestatusquo

2.1Chineseluxurygoodsimport,exportandconsumptionofthestatusquo.

AccordingtoU.S.mediareports,asaresultoftheglobalfinancialcrisis,theinternationalluxurygoodstradehasbeenseriouslyaffected.Thedatashowthatduringthecrisis,theluxuryspendinginJapanandNorthAmericafell35%.ButintheChinesemarket,notonlydidnotaffectedbythecrisisdecreased,buttomaintainahigh-speedgrowthof22%.EuropeanandAmericanconsumersalsocovermoneypackagetocombatthefinancialcrisis,luxuryconsumptioninChinahasenteredagoldenage.ChiefExecutiveOfficerofGucciGroupinaninterviewwhenhesaid,2008,theageofChineseMainlandRegal,boughtaquarteroftheworld'sluxurygoods."

2.2China'sluxuryconsumptioncharacteristics

2.2.1Chineseluxuryconsumersareyoungerandyounger

Comparedwithothercountriesintheworld,Chineseconsumersofluxurygoodstendtobemoreyoung,mostofthem20-year-oldyoungwhite-collarworkers,includingtheidlerich"secondgeneration".Accordingtoresearch,DunhilldunhillChineseconsumerstheminimumagewasabout25yearsold,averagelow5-year-oldthaninothercountries.Thereasonsforthisphenomenon,oneduetotheopeningupofChina'srapideconomicdevelopment,examplesofsuccessfulyoungentrepreneurseverywhere,theyhaveenougheconomicstrength,thepursuitofqualityoflifeisalsohigh;becauseconsumerspsychologicalfactors,mostpeopleagreethatapricegoods,"thetruth,theluxurypricingisadaptedtothepsychologyoftheChineseconsumers,especiallyyoungconsumers,followedbyluxurysportsandtheyoungergenerationbuyconvergencepsychological.

2.2.2Chinahasalmostnoindependentbrandstocompete

Atpresent,China'sluxurymarketisalmostallforeignbrandstaking,mainlyfromEurope,America,Japanandotherdevelopedcountries,includingcrystal,silver,bronze,leatherandtraditionalskincareproducts,cosmeticsandclothingbagsandsoon.Forexample,theSwissArmyknife,ZIPPOlighterssomanyyoungmenfascinated,andSwarovskicrystalistheloveoftheyounglady.LookatChina'sownluxurybrand,mainlyconcentratedinafewtraditionalindustriesoftobacco,alcohol,tea,andoneofthefew,notformostpeoplearefamiliarwithcompetitiveadvantagecomparedwithothercountries,luxurybrands.LuxuryconsumptioninChinaisactuallyawesternized,withlittleownbrand,butalsowiththetraditionalconceptofChineseconsumersandforeignluxurybrandpowerfulpublicityandmarketingstrategy.

2.2.3Chinesebuyersmaynotbethefinalconsumer

Affectedbythetraditionsandcustoms,theChinesepeoplehavea"gift-givingworkhabits,manypeoplebuyluxurygoodsnotfortheirownuse,butforgifts,qualityandpackagingofthegiftevenmorestress.Atthistime,thepurchaseofluxurygoodspaymoreattentiontotheirbrandawareness,itisbestworld-classbrand,weallknow,therighttoplaythe"gifts".

3ThedevelopmentofChina'sownluxurybrandfromtheChineseluxurygoodsmarketconditions

Infact,Chinadoesnotlackself-luxuryproducts,suchashigh-endmahoganyfurniture,aswellasthosedesignedfortheRoyaltributeinChinesehistory,butbecauseoftheeconomicbackwardnessofChinaoveralongperiodoftime,lowincomelevels,lackofbrandmanagementstrategyluxuryandadequatedevelopment.Intheeraofeconomicglobalization,thelackof"goingout"strategyandbrandingtools,independentluxurygoodsinChinaarenotfamiliarandinternationalrecognition.Today,theChineseluxurygoodsmarket,therapiddevelopmentofthisindependentluxurybrandinChinaintermsofbothachallengeandusheredinopportunitiesfordevelopment.

3.1Theexpansionoftheluxurybrandproductrange,limitbreakthroughthetraditionalindustries

ThemainforceofChinatobuyluxurygoods,theyoungergeneration,agedabout30yearsold,traditionalChineseluxurygoodsindustryismainlyconcentratedinthealcoholandtobaccoandteaindustry,theyoungergenerationisnotthefavoriteshoppingproducts.Therefore,inordertocreateindependentluxurybrandswiththemajorityofconsumergroups,muststartfromthelargeamountofconsumptionofproducts,includingclothing,shoes,bags,cosmetics,jewelryandotherindustries.Atpresent,theworld'sleadingluxurybrandsmainlyfromEuropeandAmerica,containsaprofoundnationalculture,thisisnotashortperiodoftimeChinacanlearntoget.China'sownluxurybrandmustcontainauniquenationalculture,soastoformthefeaturesthatdistinguishitfromotherproducts,toobtainaplaceinthecompetition.

3.2shouldbeimplementedonluxurysmallamountofthedifferenceofproduction

Thepursuitofluxurybrands,youngpeoplethepursuitofindividuality,donotlikethepopularproduct.Intermsofluxurygoodsmanufacturers,thedesignofanyproductshouldnotbealarge-scaleproduction,economiesofscalearenotpartofthepursuitofluxurybrands.Evenifaproductisverylovedandsoughtafterbyconsumers,isdefinitelynotjustforthesakeoftheeconomicbenefitsofthetemporaryhigh-volumeproduction,sothatlossofthemeaningofluxury.Mostoftheluxuryconsumersarelookingforisnotmerelyaluxuryrepresentquality,buttheuniquenessoftheluxurygoodsonbehalfofastatussymbol.Ifaluxuryproductiondidmostofthepopulationareabletoconsumption,itcannotbecalledaluxury.

3.3focusonpackagingandpromotionalstrategies

Intermsofluxurybrands,topaymoreattentiontoitspackagingandpromotion.Itshouldbenotedisthatluxuryisnotformostconsumerstoproduce,butasmallnumberofconsumersforthetargetgroups,whichrequiresitspackaginghaveapersonality,itseemstheymusthavequality,andmanyChinesepeopletobuypartofthe"gifts",thepackagingmustmeetthe"face"ofbuyersandultimatelyconsumers.Intheluxurypricing,butalsototakethehigh-endpricing,inordertomeettheidentityoftheluxury.Theluxurygoodsonbehalfoftheconsumer'sability,aluxurywillbeabletoexpresstheireconomicstatus,andthusrepresentsthequalityoflife.Afortheloveluxuryconsumerswillnotcutpricestomanufacturerstobringmoreeconomicbenefits,itwillhardtofindduetohighpricesandamattermoretoraisetheirsocialstatustoattractmoreconsumerstobuy.Forexample,theLVsuchasworld-classluxurybrands,thepricenotbecauseoftheeconomiccrisisanddecline,butroseevenmore,butitwillnotonlyaffecttheirsalesandefficiency,butmoreoutofconsumers'economicstrengthtoachieveapsychologicalsatisfaction.Parkerpensuchaluxurybrand,butbecauseofthecontinuouspricecuts,adaptedtomassconsumption,aresultofbeingsqueezedoutoftheluxuryranks.Itcanbeseen,theluxurypricingdoesnotfollowthetraditional"low-costdrivenmassconsumption"concept.Luxuryaspublicityisconcerned,wemustpayattentiontothechoiceofthepromotionalchannels,cannotbeinthelow-endchannels,shouldbemorepublicityinthehigh-endmagazines,high-endconsumergroupsoftenappearinplaces.

4DevelopmentofChina'sownluxurybrandofgreatsignificancetoChina'seconomic

4.1luxuryadjusttheincomegap

Sincethereformandopeningup,China'sincomegapisgrowing,thegrowingdisparitygapbetweenrichandpoor,anurgentneedforgovernmentregulationtochangethissituation.Luxurygoodsisgenerallyhigherprices,themainfavoritefortherichconsumer,imposehighertaxesonluxuryitems,ontheonehand,theincreaseingovernmentrevenue;theotherhand,theadjustmentofthegapbetweentherichandthepoorcanalsoplayarole.Therefore,theChinesegovernmenthopestoguideconsumersthroughhighertaxesandfeesleviedonluxuryrationalconsumption,andhopethatthroughthismeasureindirectlyregulatingincomedistributiontonarrowthegrowingproblemofthegapbetweentherichandthepoor.

4.2luxurygoodsindustrytocreateemploymentandwealth

Consumerstobuyluxurygoodsandnotjustthepursuitofqualityandfunctionality,mainlyonbehalfofitsluxurystatus,whichformedafeatureofluxurygoods,sparkedadditionaldemandandthedesiretobuy.Duetothecontinuousdevelopmentoftheluxuryconsumermarketandproductionmarket,andmostoftheluxurygoodscomplete