摘要：随着我国社会经济的不断发展,在过去的20年西方的奢侈品牌纷纷进驻中国市场，由于东西方文化的差别, 中国市场奢侈品的消费呈现出与西方国家不同的现象。因此, 探索这种现象背后的深层原因, 分析中国消费者多元化的奢侈品消费需求特征,才能使企业更准确地运用营销策略, 更好地满足中国消费者的需求。

关键词：奢侈品消费  消费心理  非常态购买  对策分析

Abstract:With the continuous development of China's socio-economic ,in the past 20 years western luxury brands have entered the Chinese market. Due to the difference between Eastern and Western cultures, the Chinese market for luxury goods consumption showing the phenomenon of Western countries. Therefore, to explore the underlying reasons behind this phenomenon, the analysis of Chinese consumers a wide range of luxury consumer demand characteristics, in order to enable enterprises to more accurately use the marketing strategy to better meet the needs of Chinese consumers.

Keywords: Luxury consumption; Consumer psychology; Countermeasure Analysis

　　　东西方文化的差别,使得中国市场奢侈品的消费呈现出与西方国家不同的现象。本文, 探索了我国奢侈品消费的市场，供求关系，销售渠道以及消费者心理等众多因素，分析中国消费者多元化的奢侈品消费需求特征,揭示了形成这一奢侈品消费热的深层原因，并借鉴国外的先进理念使我国的企业更准确地运用营销策略, 更好地满足中国消费者的需求。