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有一种观点认为,人们对生活必需品的需求量在任何时候都大于“奢侈品”,因此生活必需品市场远远大于“奢侈品”市场。从社会各阶层的总体需求上来看,这个观点毋庸置疑。但从市场发展的前景看,“奢侈品”比生活必需品更具市场弹性和张力。生活必需品主要服务于人的生物功能,因此,人们对生活必需品的需求,在数量上是有限的,容易得到满足,因此,某一种类的生活必需品,往往会出现市场饱和现象。“奢侈品”则完全不同,它服务于人们的心理功能,而人的心理需求是无限的,只要经济条件许可,购买“奢侈品”的欲望是无限的。“无限”二字里预示着怎样的市场前景?现在来分析一下“奢侈品”在中国的消费市场。
There is a view that people’s demand for daily necessities is greater than “luxury” at any time, so the market for necessities of life is far greater than the “luxury” market. From the overall needs of all sectors of society point of view, this view no doubt. However, from the perspective of market development, “luxury goods” have more market elasticity and tension than the necessities of life. The necessities of life mainly serve the biological function of people. Therefore, people’s demand for necessities of life is limited in quantity and can be easily met. Therefore, the market saturation phenomenon often occurs in a certain kind of daily necessities. “Luxury” is completely different, it serves people’s psychological functions, and people’s psychological needs are unlimited, as long as the economic conditions permit, the desire to buy “luxury” is unlimited. What kind of market prospects are foreseen in the word “unlimited”? Now analyze the “luxury” consumer market in China.