基于消费者心理的奢侈品营销策略——以昆明市消费市场为例[摘要]在欧洲奢侈品消费低迷的情况下，中国奢侈品消费却逆风而上，成为奢侈品消费市场的生力军。同时，这个庞大的消费市场使得奢侈品消费心理的研究开始显得越来越有意义。本文就奢侈品的定义及其特征作了系列阐述，且以昆明市奢侈品消费市场为例，使用调查问卷的方式，对奢侈品消费心理、消费动机进行了分析和讨论，并针对这些消费心理提出了相应的营销策略，以期对昆明市奢侈品产业发展有所助益。[关键词]奢侈品；消费者心理；品牌形象ILuxuryMarketingStrategyBasedontheConsumerPsychology———TakesKunmingConsumingMarketforExampleAbstract:UnderthesituationthattheluxuryconsumptioninEuropeissufferingfromthedownturn,thatinChina,however,isflourishingandgraduallybecominganewforceinluxuryconsumptionmarket.Atthemeantime,itisincreasinglymeaningfultoperformtheanalysisonthehugemarketinviewofconsumerpsychology.Thisarticlesystematicallyintroducesthedefinitionandcharacteristicsofluxury,aslocalluxurymarketofKunminganexample,furtheranalyzinganddiscussingabouttheluxuryconsumingpsychologyandmotivationinawayofquestionnaire.Additionally,hopingforbenefitingtothedevelopmentoflocalluxuryindustryofKunming,thisarticleputsforwardcorrespondingmarketingstrategiesinlightofconsumerpsychology.Keywords:luxury;consumerpsychology;brandimageII目录引言...................................................................1一、奢侈品概述............................................................1（一）奢侈品的概念.....................................................1（二）奢侈品的特征.....................................................1二、影响奢侈品消费的要素分析..............................................2（一）整体消费市场及环境对奢侈品消费的影响.............................3（二）奢侈品自身属性对奢侈品消费的影响.................................3（三）传统文化对奢侈品消费的影响.......................................3（四）消费者个人状态对奢侈品消费的影响.................................4三、基于昆明市消费者奢侈品消费心理调查分析................................4（一）问卷调查设...
